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Kraft Heinz expects organic sales growth for this year of 4 percent to 6 percent, according to information from Reuters.
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Brazil is home to four of Kraft Heinz’s six Latin American factories.
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Kraft Heinz aims to double the growth rate of its sales in Latin America.
Heinz launches advertising campaign created by the Canadian agency Rethink and it does so by displaying an ugly custom on the part of many restaurants. And although this typical custom is an open secret, it is true that many establishments fill the emblematic Heinz bottles with any brand of ketchup.
The “Ketchup Fraud” campaign catches those who have done it red-handed, displaying them on billboards in New York City and Chicago, in magazines, in newspapers and even on social media. The idea was born thanks to an internet post in which a restaurant worker is seen refilling a Heinz bottle with generic brand ketchup. After an investigation by creatives, they realized that this practice is quite common.
One of the images from this campaign shows a worker refilling the Heinz bottle, said image is accompanied by a text: “Even if it is not Heinz, it has to be Heinz”. For her part, Heinz North America Marketing Director, Megan Lang, stated that the campaign is inspired by a Snapchat in which a restaurant worker is seen refilling a bottle of Heinz.
And to reinforce this campaign, the brand has asked all its followers that they tag on Instagram to all those restaurants who suspect that they may be filling Heinz bottles with another brand of ketchup.
Heinz is a leading brand in the ketchup market, so much so that the American brand appears in the minds of many consumers when thinking about ketchup. In 2022, Kraft Heinz had net income of $26.485 million.
Heinz, known worldwide for its ketchup, its mustard and its mayonnaise, has distinguished itself for its creative advertising campaignsand a clear example is “Thi is ridiculous”, released recently, with which he ironically showed the paradox that a product like Heinz has taken so long to release a product as basic as pasta sauces.
Another of his famous campaigns It was when the brand asked people from different countries to draw a ketchup bottle, revealing that most of the participants captured the brand’s iconic bottle on paper. It should be noted that none of the participants were aware that Heinz was behind this mysterious experiment.
For his part, Profeco has carried out studies on ketchup and has found ketchups to be well below ketchups in tomato content and starch addition. He even points out that the brands of ketchup Heinz, Santiveri Ketchup Sauce and La Costeña ketchup sauce presented products with less content than declared. That is why the Profeco recommends Before purchasing a ketchup, check that the container does not have any deterioration, and verify that it does not have dyes or starches.
