The H. J. Heinz Company, better known simply as Heinz, is an American food processing company based in Pittsburgh, Pennsylvania. It is also considered to be one of the most recognized names in ketchup. The company had a critical marketing challenge when they decided to introduce a new mayonnaise product in US markets. This challenge was that “how could it convince US consumers who love its famous ketchup to also adopt its mayonnaise?”
The Heinz brand decided to expand its products across the US and bring a new mayonnaise, so the company had to create an effective awareness for its mayonnaise, in addition to convincing US consumers love this new product like loving its famous ketchup.
The brand took a set of accurate steps and put some intelligent solutions, which are:
The company managed to achieve unexpected results, which were surprising:
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