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Even Music Fans Believe ‘It Has To Be Heinz’!

Caterers who have seen the latest Heinz Tomato Ketchup advert might like to know the soundtrack has cooked up such a storm; it has been made available to download from iTunes.

‘I Know You Know Me’ has already had nearly 20,000 hits on YouTube and the lively, upbeat soundtrack has been a hot topic of conversation on blogs and forums, with users clamouring to know more about the artists and where they can get their hands on the song.

The song was written by Oliver Julian, Nick Foster and Peter Raeburn, part of a collective of musicians and performers called The Tease. The members of the group are part of the Soundtree organisation, an award winning team of musicians and performers who specialise in creating music and soundtracks for the small and big screen.

Chris Cannon, marketing manager for Heinz Foodservice, said: “Heinz chose this track by The Tease to put a smile on people’s faces, injecting some much needed positivity during these difficult times. It was felt the lyrics of the song mirrored the bond people have with Heinz Tomato Ketchup, the nation’s favourite sauce and mainstay of the British dining table.”

The latest Heinz Tomato Ketchup advert features a series of individuals performing instantly recognisable ketchup rituals with an invisible Heinz Tomato Ketchup bottle. An elderly man hits the end of an unseen bottle, a little boy squeezes a dollop of ketchup onto his fish fingers and a man uses a knife to initiate the flow of ketchup from an invisible bottle.

The advert emphasises Heinz’ place in consumers’ hearts and encapsulates the spirit of the biggest combined retail and foodservice campaign from Heinz in five years. ‘It Has To Be Heinz’, already live in retail and about to hit foodservice in the New Year, focuses on the deep connections the Heinz brand holds(1) and the fact some things ‘have to be’.

‘It Has To Be Heinz’ will be very specifically foodservice-focussed using the latest statistics and research, alongside caterer promotions and ways to make Heinz work even harder on menus.

References
1. Heinz is voted the most-loved food brand in the UK and second best food brand in the world (FreshMinds survey 2009 and Interbrand Best Global Brands 2009).

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