This page contains a Flash digital edition of a book.

of immersing themselves into the environment lead to benefi cial discoveries which would in turn help reshape the iconic brand. Artus claims, “During the process, we

discovered Heinz are one of the largest producers of tomatoes in the world – there are 132g of tomatoes that go into each sauce bottle – so we came up with the slogan ‘Grown Not Made’, which is as far away from the chemical perception as possible. “We would then design it and designed the shelf ready packs – and would introduce the idea of ‘Grown Not Made’ into the very philosophy of the project. Instead of having

“T ere are 132g of tomatoes that go into each sauce bottle – so we came up with the slogan ‘Grown Not Made’, which is as far away from the chemical perception as possible.”

‘brand heart’ we went to where Heinz Tomato Ketchup is consumed the most – namely fast food restaurants. It soon became clear that ketchup was associated with all the things you would squeeze all over your fast food before throwing it in the bin. Consumers saw ketchup as a lubricant for fast food, so how could we stop this unhealthy, almost chemical perception? – T e answer being, move the brand as far away from being a chemical – it had to be natural.” Once this ‘brand heart’ began to beat and both sides of the 1HQ brain were working on innovative ideas to get the natural side of Heinz Tomato Ketchup across to the world, a process

meetings in a hotel, we would have them on the farm where the tomatoes are grown. With that simple gesture we all started living, breathing and more importantly understanding the product.” Combined with advertisements incorporating natural imagery to accentuate this slogan, now if you pick up a bottle of Heinz Tomato Ketchup anywhere in the world, ‘Grown Not Made’ will be the organic endorsement on the label. However, it is not only this household image which 1HQ has masterminded. Such products as Magnum ice creams, Surf washing powder, Cathedral City cheese, Kingsmill bread and Rowntree’s confectionary – to name but a few – are all proud benefactors of the 1HQ

treatment. After such pleasing results, Artus and the 1HQ team decided to share their wealth of expertise in the form of a new book, out this September. Entitled One Hard Question: Mind the

Gap, the book gives an insight into the 1HQ message of how branding is relevant in industry today and highlights the important decisions which helped to defi ne the history of branding as we know it today. Alongside their venture into print, the team has recently expanded into the fi eld of semiotics with the acquisition of expert Dr Kishore Budda’s services. T is area of research is the study of signs, symbols and codes which defi ne our culture, which Artus says is “a very important part of understanding why people do things and how brands act in relation”. Indeed, the involvement of such techniques bolsters the strategy behind every project, allowing the inventive sides to fl ourish and thus embody the 1HQ ideology. By embodying the ‘brand heart’ by using both sides of the 1HQ brain, every aspect of the branding anatomy comes together to give a product which Artus states is “creatively fantastic, strategically sound and commercially viable”.

For more information on 1HQ Brand Agency, visit


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68