Brandweek on Heinz Ketchup 2007 marketing
Brandweek has an article about the advertising campaign for redesign of the Heinz Ketchup bottle which mentions Nelson Peltz’ desire to have Heinz cosponsor Nathan’s Famous Hot Dog Eating Contest.
More recently, Heinz CEO William Johnson has been locked in a bitter public fight with one his investors, Nelson Peltz of Trian Partners, New York. Peltz has argued that Johnson has nickel-and-dimed the brand, even failing to spend what he believes would have been about $200,000 to sponsor Nathan’s annual hot-dog eating contest, which has no condiments partner.
Johnson, however, has argued that it was he who came up with the plan to restart spending behind Ketchup. The recent pledge to evoke “Anticipation”-era ad spending is in Heinz’s 2006 annual report. The campaign will be created by Cramer-Krasselt, Chicago, a rep said.
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