“We really felt that the tomato is the hero of ketchup, and it was the right time to make the switch on our label,” — Noel Geoffrey, director of ketchup for Pittsburgh-based Heinz.
After more than 110 years, H.J. Heinz Co. gave the tomato top billing on its namesake ketchup, bumping the pickle from the label of one of America’s most iconic brands. Founder H.J. Heinz used a “pickle pin” to attract attention to his booth at the World’s Fair in Chicago in 1893. The pins were popular, and the branding stuck.
Along with the “Grown not made” tagline, the new branding set Heinz apart from the growing threat from private-label brands, which often cost less, as consumers look to save on their food costs.
Never compete on price because, (all together now): brand beats pricing.