New foodservice campaign reveals ‘It Has To Be Heinz’

15th January 2010, 12:48pm

The biggest combined retail and foodservice campaign from Heinz in five years is about to hit the cost sector catering market after research found caterers to be “fiercely loyal” to the brand.

According to the survey of UK caterers conducted by market research company Cambridge Direction, Heinz Tomato Ketchup loyalists, for example, perceive the best seller to be the 'gold standard' and believe there is no better tasting product available.

The new qualitative findings are one of the driving forces behind 'It Has To Be Heinz', which focuses on the deep connections the Heinz brand holds and the fact some things 'have to be'.

Head of marketing for Heinz Foodservice Chris Cannon said that the findings were a great insight into caterers' motivations behind buying brands in foodservice: "What this report clearly shows is that, on top of unique taste and appearance, there's a definite emotional connection with the brand, which caterers acknowledge is inherently important to customers.

"They do not want to jeopardise this by switching to an own label or other brand, especially so front of house, where the power of the brand is really felt. From some of the responses, it's also clear caterers know customers are reassured by the sight of the Heinz name.

"Other insights show customer opinion and feedback to be the main drivers as to why caterers do not switch from Heinz. Interestingly, there were respondents that do not use Heinz who said they could personally tell the difference, but convinced themselves their customers would not."

The findings could prove particularly useful to cost sector caterers in the process of re-evaluating their strategy for the year ahead, said Chris. "Only businesses that can meet the demand for value and quality in both food and service will survive and prosper when the long-term growth in eating out returns, according to research.

"Part of an informal eating market worth over £40bn, the cost sector has, to a certain extent, a captive audience. However, consumers are ever more savvy and demanding when it comes to the eating out experience, and caterers have to be better equipped to tap into consumers' rising demand for better value, healthier eating, convenience, authenticity, local sourcing and added-experience. Offering quality brands customers know and trust alongside appealing menus is part and parcel of this and a key message of 'It Has To Be Heinz'."

Already live in retail with TV and radio adverts and consumer promotions, 'It Has To Be Heinz' will continue through 2010, and, in foodservice, will concentrate on seven products; Heinz Tomato Ketchup, Heinz Mayonnaise, HP Sauce, Heinz Salad Cream, HP BBQ Sauce, Heinz Classic Soup and Heinz Beanz, all in a variety of great catering formats.

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