Beanz Meanz Heinz reassures

Heinz successfully uses advertising to reassure consumers during current tough economic climate.

Heinz: still in a strong position
Heinz: still in a strong position

In times of uncertainty, consumers tend to go back to things they trust.

Examples of this include cooking from scratch, growing fruit and vegetables at home and baking. Consumers even turn to long lasting, well-established brands and advertisers have been keen to relate to this of late.

Virgin Atlantic's recent advertising campaign used this to its strength, continually pointing out it is "still red hot after 25 years". Heinz is the latest company to use advertising as a way of reassuring consumers.

The latest campaign for Heinz showcases this theory. The ads, which first aired on 2 February, consist of numerous creatives that the brand has used before.

The narration accompanying the ad comes from a small boy who reads a poem about his love for baked beans. The ad then concludes with the classic Beanz Meanz Heinz slogan appearing on one of the cans.

Historically, Heinz has been one of the highest-scoring brands tracked on BrandIndex, with an index score typically sitting around 40%.

The latest chart shows the brand continues to find itself as one of the highest scorers, with an index score of 43% on 5 February.

As you would expect, buzz for the brand has improved since the ad was first aired - up by three points to 10% by 5 February.

The satisfaction score also registered an impressive uplift following the ad, up seven points to 50% in the three days following its launch.

Yet, despite the uplift seen in the satisfaction score for Heinz, the index score for the brand continues to track around the 40% mark as mentioned.

A quick glance at the other measures for the brand indicate that, while the ad was noticed, it has had little impact on how consumers view the brand overall.

Usually a "flat-lining" of the scores may suggest an ad campaign has not succeeded. However, in the current economic climate, it may be that stability is actually one of the most important attributes a brand can have.

Financial crisis or not, consumers still need to eat and this alone puts Heinz (as well as the other brands in this sector) in a considerably stronger position than other sectors for the foreseeable future.

METHODOLOGY - YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors. It is measured on a seven-point profile:
1 Buzz
2 General impression
3 Quality
4 Value
5 Satisfaction
6 Recommend
7 Corporate reputation.
In addition, we supply an index score.

Richard Wood, www.brandindex.co.uk

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