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8/3/2019 Heinz Plant Bottle
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Heinz KetchupNow Made With
PlantBottle Packaging
March 16, 2011
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8/3/2019 Heinz Plant Bottle
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Agenda
Why Heinz Ketchup is the #1 brand for consumers and operators
Introducing PlantBottle Packaging
What is PlantBottle Packaging?
Why is PlantBottle important to you?
20 oz PlantBottle Launch Details
Heinz PlantBottle Marketing Activation
How can you be part of the buzz?
Next Steps 2
8/3/2019 Heinz Plant Bottle
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1876
Classic American
icon is born
Consumers and Operators Choose
Heinz Ketchup as the #1 brand of ketchup
3
Consumers Operators
2 Source: Datassentials Foodservice Ketchup, Condiments and Sauces Market Sizing, August 2010
Decision Insights, Heinz A la carte Study, Jan 2009 among past month casual dining consumers
Because of
Taste and Consistency
Consumers choose Heinz its preferred 8 to 1over the nearest competitor1
1 Decisions Insight Tabletop Ketchup Study, July 2008
Operators #1 choice also is Heinz its
preferred 10 to 1 over the nearest competitor
Because it Delivers on Customers Expectations
5 times more consumers agree thatserving Heinz Ketchup improvestheir eating experience2
Satisfaction:
Halo Effect:
7 times more consumers agree thatserving Heinz Ketchup gives them abetter impression of the restaurant2
Consumers and Operators choose Heinz Ketchup also because of the value and innovation it delivers:
2010
Heinz introduces only
dual-function package
2001
Heinz turns plastic
design on its head
1968
Heinz introduces
ketchup on the go-go
1983
Heinz introduces 1st
plastic ketchup bottle
2011
Heinz introduces plastic
ketchup bottle made from
PlantBottle material
NEW!
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Introducing PlantBottle Packaging
Heinz announced a strategic partnership with Coca-Cola that
will enable ketchup bottles to be produced using Coke's
PlantBottleTM packaging.
Heinzs adoption of the PlantBottle technology will be the
biggest change to our iconic ketchup bottles since we firstintroduced plastic in 1983.
The partnership is an industry-first, and one that both
companies hope that others will follow to transform how food
and beverages are packaged around the world.
The introduction of PlantBottle is another important
step in Heinzs global sustainability initiative to reduce
greenhouse gas emissions, solid waste, water
consumption and energy usage at least 20% by 2015.
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What is PlantBottle Packaging?
Up to 30% Plant Based
Resulting Material is PET Plastic
Same resin suppliers, same bottle
conversion, same quality
Recyclable in community
recycling programs today
Reduces dependence on
petroleum & lowers
environmental impact
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Heinz is introducing this technology at no additional cost to customers
There is no
impact to
package
quality,
function,
or product
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The package change improves consumersperceptions of Heinz and is seen as a way tohelp people do their part2
Consumers want to support operators that areconsciously participating in sustainableactivities
With sustainability laws/regulations increasingaround the country, operators needsustainable options
Why is PlantBottle Important to You?
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Consumers are becoming more aware
and concerned with sustainability
Ranked topics of concern
Opportunity: Leverage Heinz PlantBottle with your patrons
I appreciate the effortmade to address
environmental
concerns.
It is good to know thatHeinz cares about the
environment. That is what
the bottle shows me.
1 Technomic Foodservice Planning Program,The Impact of Social Consciousness and the Responsibility on Foodservice, June 2008
2 Ketchup Plant Bottle Communispace activity I note November 2010
Insight: 78% of consumers would visit a socially responsible restaurant more often, pay more or both1
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Front Label Back Label
20 oz PlantBottle Launch Details
Note: Labels Not FinalShipping June through October 7
Launch Timing: June 2011
New limited edition Talking
front label promotes change
to bottle
Back label will feature a
Quick Response code that
consumers can scan with
their smart phones and
connects to a website to
learn more aboutPlantBottle
Consumers without smart
phones have the option to
text for website
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Heinz is launching a 360o marketing campaign to engage consumers and operators
Heinz PlantBottle Marketing Activation
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Consumer PromotionJune - Oct
Trade AdvertisingJune Sept (tbd)
Social MediaJune
Design Not Final Subject To Change
Design Not Final Subject To Change
In Restaurant ActivationJune Oct
Coasters, Table tents, Placemats
Design Not Final Subject To Change
Promotional LabelsJune - Oct
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Heinz is providing operator promotion tools to: Help you talk about sustainability in your operations
Bring PlantBottle to life in your operations
Engage patrons at and away from your restaurants
Drive traffic into your restaurants
Leverage Heinz consumer promotion from June to October to drive engagement
Tools will be simple and easy to implement for operators
Online
Content for operator websites and Facebook pages In Restaurant
Table tents, placemats, coasters
How can you be part of the buzz?
9Final information on tools coming in April
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For additional information about PlantBottle, visit www.heinzketchup.com orcontact your Heinz Sales Representative
Work with your Heinz Sales Representative to develop a promotion plan that fits
your sustainability story utilizing the operator promotion tools
All promotion tools will be available for execution beginning in May.
If you have additional ideas on how you would like to tell your sustainability
story, please let us know so we can help you execute it.
Next Steps
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http://www.heinzketchup.com/http://www.heinzketchup.com/