A Case Of Tomatoes
When good news stares you in the face, don't just accept it graciously. Turn it into even bigger news.
This was the thinking at H.J. Heinz when various technical journals began publishing reports that the antioxidant lycopene (a pigment compound found in tomatoes) helped to
reduce the risk of heart disease and certain types of cancer. In late 1998, Heinz suddenly found itself cast into a new category of consumer products that contain natural health
benefits - foods dubbed by mainstream media as "functional foods" or "neutraceuticals."
Media excitement over antioxidants such as beta carotene - and now lycopene - presented an opportunity for the 130-year-old, Pittsburgh-based manufacturer to promote consumer
awareness of ketchup's health benefits, and to shore up brand loyalty for its own product in the process. The campaign that ensued surpassed an original media goal of 60 million
impressions more than six-fold, logging 375 million impressions.
Most importantly, Heinz Ketchup's U.S. retail consumption grew 24% in the initial months of the campaign (early 1999). This spike can be attributed to PR, as the manufacturer
had no other communications initiatives underway during the same time frame.
Research: The Red Stuff
As a safeguard, Heinz commissioned its own scientific study, tapping University of Toronto researcher Dr. Venket Rao to examine the benefits of lycopene. Rao's findings, which
appeared in the November 1998 issue of Lipids magazine, concluded not only that lycopene may reduce the risk of various types of cancers, but also that processed
tomatoes (such as those found in ketchup) contained as much as five times more lycopene than fresh tomatoes.
At the same time, Heinz launched a national omnibus study to gauge consumer familiarity with lycopene and its cancer-fighting attributes. Results indicated that consumers'
overall understanding of functional foods was a low 9%; moreover, only 6% were able to define "lycopene."
Armed with this research, Heinz hired Pittsburgh-based Jack Horner Communications (JHC) in November 1998 to promote consumer awareness of the health benefits of ketchup. The
media relations strategy would reinforce "America's Favorite Ketchup" (a trademarked slogan) as "America's Favorite Source of Lycopene." The Cancer Research Foundation of America
(CRFA) also agreed to partner with Heinz in this special outreach program, targeting national food media, nutritionists and consumers interested in health, diet and cancer/disease
prevention.
Cooking Up Press
Using Rao's research findings as a news peg, JHC created a press kit, which contained the study results, along with a lycopene fact sheet, a bio of Dr. Rao, a recipe for "Love
Apple Pie" (which contains ketchup) and a camera-ready slick of the Tomato Research Council's lycopene chart. Press releases were customized for various target audiences,
including the national food and health media, women's health reporters and men's health reporters. JHC also buttressed its media blitz by issuing a Heinz Ketchup syndicated matte
release, containing program messages and graphics, through NAPS.
On April 28, 1999, the team staged a press symposium at the National Press Club, inviting key media to a panel discussion of lycopene experts. Results of the omnibus study
were distributed, along with literature from CRFA and Dr. Rao's research findings.
Finally, to reach healthcare professionals directly, JHC developed a consumer information booklet, titled, "Unlock the Power of Lycopene," featuring the campaign's key messages
and lycopene-rich recipes. The initial mailing went to 3,650 nutritionists and dieticians in hospitals and other healthcare facilities, along with a custom display stand and a
cover letter from Dr. Les Parducci, VP of nutrition and chief scientist at Heinz.
Top This
Following the campaign launch, the consumer affairs department at Heinz, which had never before received substantial inquiries about lycopene, was flooded with thousands of
consumer calls. Furthermore, the brochure's initial print run of 88,000 was depleted, as dieticians in alternative locations, such as college campuses, heard about the booklet
through word-of-mouth and called to request copies. JHC has since reprinted an additional 10,000 booklets.
JHC assesses the value of campaign media coverage at $7.1 million, using a print ad equivalency measure that multiplies the ad rate by the number of column inches
received.
(Jack Horner Communications, 412/473-3400; H.J. Heinz, 412/456-5778)
A Hot Tomato
An analysis of articles written in the wake of the Heinz lycopene campaign showed that media coverage was not only healthy, but also on target. By March of 2000, articles
associating Heinz ketchup with lycopene were at 97%; 87% of stories mentioned Heinz ketchup as a leading source of lycopene, a powerful antioxidant naturally abundant in tomatoes;
74% indicated that processed and cooked tomatoes provide more lycopene than fresh tomatoes; and 53% mentioned Heinz as the largest processor of tomatoes in the world.