Heinz Undertook Its First Brand Refresh for Consistency Among Products
Daniel Johnson — June 23, 2020 — Marketing
References: kraftheinzcompany & marketingdive
Heinz collaborated with Jones Knowles Ritchie, JKR, on its first-ever brand refresh, in order to streamline branding across its different products. The new branding was initially released to consumers in the United Kingdom earlier this year, and following that it has come to over 32 million consumers worldwide.
The brand refresh mandated packaging changes in 20 of the companies products, including baked beans, ketchup, and mayonnaise. The new branding highlights consistency across products, which was shown in the case study from Jones Knowles Ritchie. The new packaging draws attention to the company’s 150 years of operations, as well as the ‘simple greatness,’ which Heinz facilitates.
Victoria Sjardin, the VP of marketing at Kraft Heinz’s International Zone, released a statement about the new branding, “Working with JKR, we have created a cohesive set of assets that will help align the Heinz brand across all markets, uniting everyone behind the brand purpose to help deliver growth long-term."
Image Credit: Retrieved from Jones Knowles Ritchie on June 18, 2020
The brand refresh mandated packaging changes in 20 of the companies products, including baked beans, ketchup, and mayonnaise. The new branding highlights consistency across products, which was shown in the case study from Jones Knowles Ritchie. The new packaging draws attention to the company’s 150 years of operations, as well as the ‘simple greatness,’ which Heinz facilitates.
Victoria Sjardin, the VP of marketing at Kraft Heinz’s International Zone, released a statement about the new branding, “Working with JKR, we have created a cohesive set of assets that will help align the Heinz brand across all markets, uniting everyone behind the brand purpose to help deliver growth long-term."
Image Credit: Retrieved from Jones Knowles Ritchie on June 18, 2020
Trend Themes
1. Streamlined Branding - The success of Heinz's branding update demonstrates the benefits of ensuring consistency across all product lines to strengthen brand recognition.
2. Heritage-based Branding - Highlighting a company's history and longevity, as Heinz did in their rebranding efforts, can be a successful marketing strategy for businesses with a long-standing reputation.
3. Collaborative Brand Refresh - Partnering with a branding agency, like JKR, can help businesses establish a clear and meaningful brand identity that resonates with customers worldwide.
Industry Implications
1. Consumer Packaged Goods (CPG) - For CPG companies with multiple product lines, a branding refresh can unify and strengthen the brand, leading to increased customer loyalty and sales.
2. Marketing and Advertising - Branding agencies can assist businesses with establishing a clear brand purpose and a cohesive visual identity, resulting in stronger brand recognition and customer engagement.
3. Food and Beverage - Updating packaging design and branding for food and beverage products can help companies stand out in a crowded market and appeal to consumers' desire for high-quality, recognizable brands.
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