News

New Foodservice Campaign Reveals ‘It Has To Be Heinz’

The biggest combined retail and foodservice campaign from Heinz in five years is about to hit the cost sector following compelling market insight into why ‘It Has To Be Heinz’.

A new report shows that caterers remain fiercely loyal to the much-loved brand, whether it’s because of their own deep rooted beliefs or because they do not want to alienate customers(1).

According to the survey of UK caterers conducted by market research company Cambridge Direction(1), Heinz Tomato Ketchup loyalists, for example, perceive the iconic Heinz 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(2) 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 and, specifically, why it has to be Heinz.

“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(3). 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.”

Cost Sector
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(4), according to research.

“Part of an informal eating market worth over £40bn(5), 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(6), 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(7). 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’.”
For ‘It Has To Be Heinz’, Heinz has identified key platforms to understand consumers’ motivations when deciding what to eat. For example, ‘Perfect Partners’ brings to life the emotional connection between Heinz Tomato Ketchup and chips, while the ‘Comfort and Satisfaction’ platform is typified by a soothing bowl of Heinz Classic Tomato Soup at lunchtime.

Pub Sector
The findings could prove particularly useful to pub chefs in the process of re-evaluating their food strategy for the year ahead, said Chris. “Over 40 percent of pubs have seen their food sales rise in the past year(8), but this not just down to meal deals. Pub operators have massively improved the quality of their offering(9), which is what ‘It Has To Be Heinz’ is all about.

“Independent pubs also say they are optimistic about their prospects over the next year because of the close nature of the relationship they have built up with their customers, which they expect to pay off handsomely when economic conditions improve(10). Offering brands customers know and trust alongside carefully put together menus is part and parcel of this.”

Restaurant Sector
The findings could prove particularly useful to restaurant chefs in the process of re-evaluating their strategy for the year ahead, said Chris. “Research shows the restaurant industry is under great pressure to adapt with more than just menu development to reflect emerging trends(11). These include consumers adopting simpler eating out habits as their reasons for dining out become less about special occasion, more about regular treats and simple meal replacement(12), and consumers becoming more savvy and demanding of the whole eating out experience(13).

“Mid-market restaurants are having to modernise their offering to entice families hit by the recession out of their home(14), while fine dining operators can nowadays ill afford to intimidate consumers(15). Offering quality brands customers know and trust alongside appealing menus is part and parcel of all this industry development 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 iconic 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.

‘It Has To Be Heinz’ will be very specifically foodservice-focussed using the latest statistics and research, alongside caterer promotions and ways to make Heinz work even harder on menus.

References
1. Cambridge Direction was commissioned by Heinz Foodservice to conduct qualitative research into caterers and condiments, involving three group discussions with caterers from Thames Ditton, Surrey, Bradford and Chelmsford and six depth interviews with caterers from Cambridgeshire, Essex and Hertfordshire between 13th October and 10th November 2009. These results revealed a broader view of the Heinz brand as a whole and helped formed the backbone of ‘It Has To Be Heinz’.

2. Heinz is voted the most-loved food brand in the UK and second best food brand in the world (FreshMinds survey 2009 and Interbrand Best Global Brands 2009).

3. When asked about the Heinz brand, caterer responses included;
- “Everyone knows Heinz, everyone likes Heinz”
- “If you had two brands out in the sachets, the same product, the Heinz one would be emptied first”
- “Customers are very aware nowadays, they’re very conscious of the quality of product they’re getting”
- “When we’ve tried to change it, people are not happy. Lots of complaints.”

4. Allegra Eating Out Report 2009
5. Allegra Eating Out Report 2009
6. Mintel - Restaurant Service Trends – September 2009
7. Allegra Eating Out Report 2009
8. Publican Food Report – November 2009
9. Mintel - Pub Visiting – November 2009
10. Mintel - Independent Pubs – July 2009
11. Mintel - Restaurant Service Trends – September 2009
12. Mintel - Restaurant Service Trends – September 2009
13. Consumer attitudes to fine dining – November 2009
14. Consumer attitudes to fine dining – November 2009
15. Consumer attitudes to fine dining – November 2009

Back to news listing