The creative strategy has been to tackle an image that, being an international brand, Heniz was unaffordable and also to push its inherent product proposition.
However, according to the agency, the idea was to dramatise the product superiority.
"The campaign on television is an engaging demo of the product using two kids, as they are product drivers, essentially. And we are so confident about the product that anyone can check out the veracity of this claim at home," said KV Shridhar, Burnett national creative director.
The campaign shows one child using another brand of ketchup to draw a smiley face on his plate, while the protoganist uses Heinz ketchup -- the other kid ends up with a drippy deal while the Heniz kid confidently polishes his still-smiling artwork with a fistful of French fries. The spot closes with the tagline, 'thicker, redder, tastier'.
The campaign is being launched in three different versions to appeal to different audiences: the price point to appeal to the value-conscious; the kids commercial to show a down-to-earth 'Bihari' persona (traits of those from Bihar state) for creative dramatisation and humour; and a more metro-oriented version in which the Heinz ketchup remains on the fork, while the other ketchup drips away.
All these elements, while not aggressive in their tone, consistently remain comparative in their tenor.
Responding to this, Shridhar said: "The idea was to have simple executions that manage to convey everything in a humorous manner. The product has no additives, is natural and superior, but harping on that would not get the point across. A demonstration proved to be most effective route."
For the record, the company insists that it has not been silent on its communication front: "We have been regularly in the media for the last two years, but the fact that this current campaign has generated so much response means that we have managed to cut through," said Thiruambalam, vice-president -- marketing, Heinz India.
The organised ketchup market in India is estimated at US$32.52 million and Heinz, while unwilling to disclose numbers, stated that the brand "continues to make inroads by expanding distribution and by entering new areas such as restaurants, hotels and airlines among others for presence. We have made reasonable progress", according to Thiruambalam.
He said that Heinz ketchup currently costs almost two cents less than its competitors and the new pricing was launched around festive season early this year. "We will take a call on the reduced price in future, to see if the reduced pricing can be sustained for a longer term."
Heinz pushes quality, price in ketchup blitz
After a relative silence since it was launched four years ago, Heinz India is striking out in the ketchup segment with a campaign crafted by Leo Burnett which targets the masses.
