Spaghetti are irresistably attracted to the Heinz ketchup bottle.
哲学
The advertisng focuses on the high quality and taste irresistibility of the Heinz ketchup. Furthermore, it implies new ways of ketchup usage. The creative strategy conveys the message and even such an ordinary thing like ketchup can deliver an exceptional taste experience. By suggesting the ways of product usage we established new segment in the category.
问题
Ketchup category in the Czech Republic was strongly driven by no name local producers. Their success result from the usage habits (i.e. ketchup was mainly used for warm dishes preparation as basis for sauces). Premium brand such as Heinz was perceived as high quality product, however, teh usage was extremelly low.