condiments & seasonings
I am thinking of trying to get it into the
Guinness Book of Records as the country’s
longest.”
Biggest campaign in fi ve years
“For the industry to stay fresh, this
is what g976ish and chip shops of the 21st “W
e don’t have to go into detail; the logo says
everything customers need to know. It’s
century should be about; not back street subliminal. That we are selling quality!” says John
chippies of the past. Staff wear branded Wild of the Tarnbrook Chippy.
matching uniforms and headgear, and are This key message is currently being explored
instructed to greet and thank customers in the biggest combined retail and foodservice
with Sir or Madam, not mate or love, which campaign from Heinz in fi ve years. ‘It Has To Be
is how customer service should be. We’re Heinz’ focuses on the deep connections the Heinz
not about competing against other g976ish and brand holds and the fact some things ‘have to be’,
chip shops; we are taking on the fast food identifying key platforms to understand consumers’
giants that are sometimes not about local motivations when deciding what to eat.
communities.” The platform ‘Perfect Partners’, for example,
The physical transformation comes brings to life the emotional connection naturally
as Tarnbrook Chippy celebrates its g976irst made between Heinz Tomato Ketchup and a piping
month of trading with the Wilds at the hot plate of chips.
helm, and with month one exceeding all According to a new survey of UK caterers conducted by market research company Cambridge Direction,
expectations, 2010 is set to be a cracker. Heinz loyal caterers would not switch to another brand or own label because of the risks involved, namely
Off ering a feast of sustainably sourced g976ish customer rejection and complaint, poorer taste and appearance. They know the power of the brand1 and
such as cod and haddock from the cool will not compromise, whatever the incentive.
waters of Iceland and Norway, the chippy Already live in retail with TV and radio adverts and consumer promotions, ‘It Has To Be Heinz’ will
has quickly won itself fans with unusual continue through 2010, and, in foodservice, will concentrate on seven iconic products; Heinz Tomato
off erings such as calamari and even Ketchup, Heinz Mayonnaise, HP Sauce, Heinz Salad Cream, HP BBQ Sauce, Heinz Classic Soup and Heinz
salmon, both surprising hits on the council Beanz, all in a variety of great catering formats.
estate. ‘It Has To Be Heinz’ will be very specifi cally foodservice-focussed using the latest statistics and research,
In the coming months, John and Hilary alongside caterer promotions and ways to make Heinz work even harder on menus.
plan to introduce a breakfast menu,
selling tea, coff ee and pastries, bacon buns SqueezMe! heroes unite for business
and sausages. Demonstrating just how Heinz SqueezMe!, the innovative sauce pod with profi t prowess, is off ering operators a recession-busting
serious they are about building trade, they way to give customers more choice in their favourite sandwich condiments.
will soon be changing the shop name to Following demand, Heinz Foodservice has launched the new Heinz SqueezMe! Variety Pack, comprising
Tarnbrook Chippy and Breakfast Bar. a famous fi ve of sauces from the most-loved brand in the award-winning format.
continued overleaf The pack contains 80 pods, made up of 20 Heinz Mayonnaise, 20 Heinz Garlic Mayo, 20 Heinz Tartare, 10
HP Brown and 10 HP BBQ, for the ultimate ‘grab n go’ all rounder.
Brand manager for Heinz Foodservice Tal Drori said the fi ve fl avours were carefully chosen in direct
response to industry feedback. “We understand some smaller operators and outlets are keen to off er
customers a greater choice of SqueezMe! fl avours, but do not necessarily need them in the same quantity.
“For example, they might easily get through a case of Heinz Tomato Ketchup a week, but might not be
able to justify buying a case of Heinz Mayonnaise or HP BBQ Sauce. The Heinz SqueezMe! Variety Pack gives
caterers the opportunity to off er customers more choice in their favourite sandwich condiments during a
tough economic climate.”
Heinz SqueezMe! not only holds at least twice the sauce of an average sachet, with ergonomic
packaging for maximum sauce control, it is a proven profi t generator and a perfect example of a product
that consumers are willing to pay for at the point of purchase.
Operators pay between 10p and 12p per26ml pod and can charge a minimum of 20p to the consumer,
highlighting an instant profi t. According to research, customers do not mind paying this to enhance their
experience2, reassuring operators who know serving Heinz raises the perception of their outlet, but believe
sauces of this type are a cost to their business.
For further information on Heinz Foodservice, visit www.heinzsight.co.uk or call 0800 57 57 55.
Fish & Chips and Fast Food 39 January/February 2010
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