Ketchup isn't exactly a sophisticated condiment, so to reach the millions of customers with more refined tastes, Heinz is launching its Heinz Ketchup Balsamic Vinegar.
Heinz, a condiment that, according to BrandChannel, is found in 97 percent of American households and has 59 percent of the ketchup market share, is hoping to entice more classy customers by elevating its ketchup "on the sophistication scale." The new ketchup is blended with balsamic vinegar, which replaces the white vinegar traditionally used in its original ketchup formula.
As for Heinz's marketing strategy to promote the Heinz Ketchup Balsamic Vinegar, the brand isn't advertising the product at all; instead, it is relying solely on the brand's Facebook page, which will be augmented with photos of foods the brand has renamed, such as "haute dog" and "French frites." Further, the new ketchup will be sold only in glass bottles with black labels that are marked "limited edition." Only if sales are promising will the new ketchup become part of the brand's permanent product line.
Classy Condiment Upgrades
The Heinz Ketchup Balsamic Vinegar is for More Refined Tastes
Trend Themes
1. Sophisticated Condiments - The trend of elevating traditional condiments with premium ingredients or flavor profiles presents opportunities for disruptive innovation in the food industry.
2. Social Media Marketing - The shift towards relying on social media platforms like Facebook for product promotion indicates a disruptive innovation potential for marketing strategies in various industries.
3. Limited Edition Products - The popularity of limited edition products opens up opportunities for companies to create exclusivity and drive sales by tapping into consumer desire for unique and limited offerings in different industries.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore innovative ways to create and market sophisticated condiments featuring premium ingredients or unique flavor combinations.
2. Digital Marketing - The use of social media platforms like Facebook as the primary marketing tool can disrupt traditional advertising methods and revolutionize how brands connect with consumers across various industries.
3. Consumer Packaged Goods - The limited edition approach used by Heinz to create a sense of exclusivity can inspire similar tactics in the consumer packaged goods industry, encouraging consumers to engage and make purchases based on scarcity and uniqueness.