Brand expert view – Heinz

As one of the most loved and trusted brands on supermarket shelves, Heinz shopping basket essentials are as relevant today as when they were first sold in London’s Fortnum & Mason. They have simply become part of the national diet, offering mealtime favourites for everyone.

In this extraordinary year of Covid-19, Heinz stepped up to feed the nation like never before and meet the huge demand to provide comfort foods to families nationwide. Heinz also stepped up to help those in special need. Following the closure of schools in March, we announced a donation of 12 million free breakfasts to disadvantaged children at risk of starting the day hungry without their usual free school breakfast, through our charity partner Magic Breakfast.

In April we announced the launch of ‘Heinz to Home’, our first ever online shop selling the nation’s favourite canned foods to help feed those in self-isolation and deliver thousands of Heinz meals, favourite sauces and bundles of Heinz baby foods direct to those struggling to access food essentials.

We partnered with Blue Light Card, the UK’s number one discount service for NHS, Emergency Services, Social Care Workers and Armed Forces, to ensure all frontline workers received free postage and packaging and priority shipments on all orders.

And in May, as social distancing and self-isolation had become the norm and online searches for jigsaw puzzles rocketed since the Covid-19 lockdown began, Heinz Tomato Ketchup released a puzzle of its own with 570 pieces, all identical Heinz red. It might just be the world’s slowest puzzle ever made.

Of course, Heinz is known for its iconic slow-pouring ketchup. In a period when everyone has a little more time on their hands, we wanted to help pass the time by connecting the two. We’re always looking to deliver fun, contextually relevant ways to give Heinz Tomato Ketchup lovers a smile, and this ridiculously slow, all-red Heinz Tomato Ketchup puzzle felt like the perfect fit.

Heinz continues to connect by building on its heritage of quality and transparency; offering delicious family favourite food; and by innovating to accommodate changing consumer needs.

As Henry J Heinz said himself: “To do a common thing uncommonly well brings success“.

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