1. Heinz Ketchup Case

2. Heinz Ketchup Case Research Objectives Programming Evaluation
Campaign Outline
Research
Objectives
Programming
Evaluation

3. Heinz Ketchup Case
Since 1869, H.J. Heinz has been providing families with wholesome, nourishing goodness that is second to none. As we continue to grow, so too grows the breadth of our products.

4. RESEARCH
Research was done to determine which color kids would like to have their Heinz Ketchup be next.
Research found the most popular color to be purple.

5. OBJECTIVES
Heinz Ketchup developed many objectives for its new color ketchup.
The overall objective was:
To gain sales by receiving media attention through news stories resulting in informed consumers (reach figure in the millions).

6. PROGRAMMING
Brochures and information packets were sent to various media outlets and media audiences across the country.

7. EVALUATION
The objectives in the Heinz Ketchup Case Study were accurately met through the use of controlled media such as Heinz website and uncontrolled media such as television and newspaper and magazine articles.