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Heinz on building an ‘iconic’ brand ‘beyond ketchup’
Heinz’s top marketer wants to take the brand to “the next level” by building its equity as a global food brand, not just one for ketchup and baked beans.
Heinz is a brand famous for its ketchup and baked beans, but the business is now on a mission to become a global “food icon” across all its products.
Thiago Rapp, head of communications and brand building at Heinz, notes the brand’s “incredible” equity for its ketchup globally and baked beans in the UK, but says the business now needs to build love for the brand “beyond” these core products.
