A classic written in stone

When the brand team came to us, Heinz was declining in relevance and losing market share to cheaper own label me-too’s as well as new chilled soup brands.

The first priority was to re-affirm Heinz’s status and market leadership in canned soups, by re-introducing a more authoritative wordmark and using the keystone more proudly.

Secondly, we strengthened the brand’s provenance by introducing “the original and best” and we increased quality cues and appetite appeal.

Within 12 months of the relaunch, 15 million additional cans were sold, an increase of 7.7%