Initiative wins Heinz ABC in Indonesia

The comprehensive review was held in two stages during February and March, with agencies evaluated on their strategic thinking, experience and resources, tools and systems and innovative approach. 

The assignment will cover all brands from Heinz ABC. The company has nine categories in Indonesia, holding a dominant position with its ABC soy and chilli sauce range, and in the soft-drink cordial category.

According to Ram Subramaniam, senior technical advisor at Initiative, “This win was enabled by Initiative’s strategic problem-solving and its ability to address key areas of brand growth. Heinz ABC has been at the forefront of innovation and is one of Indonesia’s iconic brands.  We look forward to working with Heinz ABC as part of this assignment.”

Heinz ABC is subsidiary of the global H. J. Heinz Company, headquartered in Pittsburgh, Pennsylvania.

The company says that in China and Indonesia, it is growing significantly in both stature and sales.

"In these markets, we're investing in new product development and more robust distribution initiatives because of their extraordinary potential for growth and the overwhelmingly positive response to our products. In Indonesia, Heinz's ABC Soy Sauce is a leading selling soy sauce, and it now features a new, convenient-pour cap. Consumers on Indonesia's 6,000 islands also enjoy ABC beverages and will soon be treated to a new line of cooking pastes to spice up their favorite meals," said Heinz.