Sir Kensington's Gourmet Scooping Ketchup is trying to reinvent the way we look at ketchup: as a lowbrow condiment that's smeared over cheap barbecued meats. As a high-end, healthy and tasty product, Sir Kensington's ketchup takes its marketing quite seriously. In order to create a memorable brand identity, the ketchup comes in a large jar size with a vintage-style font and appearance.
Heinz, move over.
Implications - Products that are condiment standards, like ketchup, have difficulty standing out against competitors that dominate the market. By re-inventing themselves as a high-end product, the consumers will change their perception of the brand and will see the competitor as the lower, cheap alternative. This ultimately will put the upscale product as the number one in the consumer's mind.
What's Driving This Trend
- Reinvented Condiments
- Sir Kensington's is re-defining condiments by elevating ketchup as a high-end, healthy and tasty product.
- Memorable Branding
- The use of large jar size and vintage-style font and appearance creates a memorable brand identity for Sir Kensington's ketchup.
- Perception Shift
- By positioning themselves as a high-end product, Sir Kensington's is challenging consumers to see competitors as lower, cheap alternatives.
Who This Affects Most
- Food and Beverage
- The food and beverage industry can explore innovative ways to reinvent and elevate classic condiments.
- Packaging
- The packaging industry can adapt vintage-style fonts and appearances to create memorable brand identities for various products.
- Marketing and Advertising
- The marketing and advertising industry can utilize perception shifts to position brands as high-end alternatives and appeal to consumers.
