1. It was paramount for Heinz to use Broadcast media as the target audience for this campaign was large this is supported through Chris Fill (2009, p. 717) “ Advertisers use this class of media because this class of media can reach mass audiences with their messages”.Their use of emotional advertising was very appropriate in a time of the recession, where the market was saturated with price led promotional advertisements, which is highlighted by Ehrenberg A.This meant that their campaign wasn’t targeted at a specific age group or demographic . Heinz needed to “ stave of challengers and strengthen its position without entering a price war” (WARC: “It has to be Heinz: Maintaining leadership in uncertain times”, 2010). HEINZ becomes one of the first in the country to create a facility dedicated entirely to improving the quality of the produce in its products. Their nostalgic advertising was very appropriate to appeal towards their target audience’s emotional side and was “designed to celebrate the way people perceive the country’s most loved food brand” (Talking Retail: “Heinz launches its biggest marketing campaign in five years”, 2009). The first quarter of 2009 saw Heinz losing share to ‘own label’ brands in all core categories, with previous loyalists favouring cheaper alternatives.We work with 76% of the world’s top agencies and 80% of Forbes most valuable brands*.We’ve made some exciting changes since your last visit, bringing you:© 2020 Copyright and Database Rights owned by Ascential Events (Europe) LimitedAccess unbiased, evidence-based insights that save you time and help you make marketing choices that work. Heinz Condiments Picnic Pack (4 pk.). A perfect blend of delicious flavour and chilli heat. it has to be Heinz. Everyone knows a sausage sarnie isn't the same without a dash of tomato ketchup and many say it has to Heinz. ” Heinz took advantage of this and used a variety of media such as TV, print, in store, digital and traditional media to “leverage the Heinz brand, whilst demonstrating their brand leadership and confidence” the aim of their advertising was to have a “ multi product ad which gave them the opportunity to redefine Heinz worth to the consumer and create an engaging and warm and context to demonstrate the occasions where Heinz has become embedded into consumer’s hearts”. Point of purchase media is effective as “ their ability to persuade is potentially strong, as these displays can highlight particular product attributes when shoppers have devoted their attention to the purchase decision process” (Fill, 2009, p. 725).At the point of purchase consumers would be reminded of Heinz’s Brand power and this is reflected in the size of the display, which would’ve been bigger than all other similar brands.The use of point of purchase displays helped to satisfy their objective of ‘persuading’ the consumer to finally buy their products which is further supported through the figures “‘it has to be Heinz’ campaign has delivered incremental sales revenue of ?

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