1. Market Research
  2. > Food
  3. > Processed Food Market Trends

Success: Heinz "Grow Your Own"

  • May 2014
  • 19 pages
  • GlobalData
Report ID: 3351384


Search Inside

Brand guardians can apply learnings derived from successes and failures in other categories and countries. Heinz shows how actively addressing a key tension in contemporary food culture can enhance perceived quality and product wholesomeness. Heinz authentically combined brand education and brand entertainment. In doing so, it brought families together.

- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

Reasons To Buy
- Why is Heinz considered a compelling case?

- What consumer insights underpin the brand's success?

- How has Heinz alleviated the stigma that often surrounds processed foods?

- Why must iconic brands constantly reaffirm what makes them special?

Key Highlights
After the success of "Grow Your Own" in 2013, Heinz again embarked on a renewed campaign in March 2014 reminding mums of the "natural" goodness that goes inside each bottle of tomato ketchup. The 2014 campaign utilizes the same fundamentals that made it a success in 2013.

Heinz shows that even a mass-market brand, albeit an iconic one, can credibly craft a compelling authenticity narrative.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Veronica helps you find the right report:


The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

The World Market for Tomato Ketchup and Tomato Sauces: A 2018 Global Trade Perspective

  • $ 995
  • Industry report
  • April 2017
  • by ICON Group

This series was created for international firms who rely on foreign markets for a substantial portion of their business or who might be threatened by international competition. The estimates given in this ...

The 2018-2023 World Outlook for Ketchup

  • $ 995
  • Industry report
  • April 2017
  • by ICON Group

This study covers the world outlook for ketchup across more than 190 countries. For each year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the country ...

Ketchup North America, Europe and BRICS

  • $ 915
  • Industry report
  • July 2017
  • by FFT

Summary This report is produced at time of order from FFT’s online Food & Drink Markets database, first developed in 1989. This database is continually updated, based on extensive desk and field research, ...

Ketchup Western Europe

July 2017 $ 684

Ketchup Western Europe 7

July 2017 $ 498

Ketchup Eastern Europe

July 2017 $ 498

Ketchup Scandinavia

July 2017 $ 336

Ketchup North America

July 2017 $ 267

Ketchup Slovakia

July 2017 $ 103

Ketchup Norway

July 2017 $ 103


Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.