A recent print campaign by Heinz relied on the iconic nature of their branding to boost customer loyalty and emotional connection.

They conducted an experiment across five continents and 18 countries, to ask a wide variety of people to ‘draw tomato sauce’ on a label and analyse their intuitive associations. Most people depicted Heinz, sketching variations of their label and distinctive red bottle.  These drawings were then translated into magazine ads and outdoor advertising, and an assortment will be featured on a special edition of Heinz bottles.

The campaign resulted in an impressive 1500% increase in conversations on social media about the brand and an 12% uplift in sales. The campaign won them gold at Cannes Lions, and proves the emotional connection customers have to print and paper, and the powerful ability that print has to boost digital media channels when used together.

Source:
Print Power, 2020

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