Heinz Tomato Ketchup Advertisement Analysis

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Introduction

The H. J. Heinz Company, also called Heinz is an American food processing company. Initially, the company was established by Henry John Heinz in 1869. Today, Heinz makes a huge number of items in plants. Their products vary from vinegar, BBQ sauce, baby’s food, mayonnaise, mustard, etc. These items are marketed in excess for 200 nations and domains. The advertisement shown above is to promote Heinz’s tomato ketchup in Malaysia. We can find it at almost every supermarket in Malaysia. Such as Mydin, Cold Storage, Aeon, etc.

Advertisement Description & Evaluation

This tomato ketchup advertisement is simple, direct, attractive and attention-grabbing that’s why I chose this advertisement. As you can see that there is a bottle of Heinz tomato ketchup arranged with sliced tomatoes in an unusual alignment in the advertisement. I believe that this is a good advertisement because the poster itself is really interesting as it appeals to people’s desire on different levels. Such as the desire for wanting foods that are made of organic components or ingredients and the desire of higher status.

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I think that the advertisement is eye catching to the audience because the unusual alignment of the sliced tomatoes in the poster would make people stop by and take a closer look at the poster again. As sliced pieces of tomato can’t stand in that manner. In addition, the ketchup label that is on the sliced tomato indicates that it’s not just a tomato it’s also a representation of the ketchup itself that is made up by fresh sliced tomatoes. This is also supported by the unusual alignment of the sliced tomatoes that gives the impression of naturalness. Because if they perfectly line the sliced tomatoes into the smooth line of a glass bottle it would give an artificial impression to the audience.

In the poster itself it is stated that “No one grows ketchup like Heinz.” Instead of using ‘make’ they used the word ‘grows’. The tagline illustrates the point that Heinz actually grows all the tomatoes used to make their ketchup.

I also believe that the choices of colors used in the poster also contributes to how successful the advertisement promotes the product. Because Heinz used color psychology to promote their ketchup in this advertisement. Heinz sliced tomatoes represents the healthiness and freshness of the ketchup. The green stem on the top of the highest sliced tomato emphasizes more on the freshness of the product. As green is associated with nature and freshness. For the background, they used red as their background color. It’s not just to match the color with the tomato. According to the Rohm and Haas Paint Quality Institute, “Red, is a powerful color that increases blood pressure and heart rate. It often produces the feelings of intimacy, energy, passion and sexuality. It also stimulates the appetite and is often used in restaurants and is an excellent choice for dining rooms in the home.” So, the real reason why they picked red as their background color is to stimulate their audience appetite in order to create the audience’s desire to buy the ketchup.

References

  1. Dipasquale, C. and Morgan, M. (2002). The Psychology Of Color. [Online] Available at: https://www.chicagotribune.com/news/ct-xpm-2002-12-30-0301010041-story.html [Accessed 30 Dec. 2002]. 

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