Meet Heinz

Meet Heinz!

H. J. Heinz Company was born in 1869 simply selling horseradish in a clear green bottle so you could see the quality as you purchase it. Built on a foundation of quality and virtue by their founder Henry John Heinz when he was 25. He later introduced pickles, sauerkraut and vinegar in horse-drawn wagons to grocery stores. In 1886 Heinz started to sell overseas in England. In 1919 Henry Heinz passed leaving the company to Howard Heinz who continued to grow the company under the basis of quality and internal growth including overseas ventures. Grandson of the found H. Jack Heinz II takes the company public (Heinz, 2008). In 1958 the first change in this occurred when H.J. Heinz II acquired a food processor in Netherlands and soon acquisitions came fast and furiously. In 1972 Heinz reached the billion-dollar sales mark and today Heinz has leading brands in six continents and their brand names include "Ore-Ida, Smart Ones, Bagel Bites, Plasmon, Wattie's, San Marco, Farley's, Bio Dieterba, John West, Petit Navire, Greenseas, Classico, Wyler's, UFC, Orlando, ABC, Honig, Hak, DeRuijter and Pudliski -- appear on thousands of different products worldwide. Heinz also uses the famous names Weight Watchers, Boston Market, T.G.I. Friday's, Jack Daniel's and Linda McCartney under license." Heinz continues to strive for innovation, quality and their old-fashioned virtues (Heinz, 2007).

Advertising History

Heinz introduces the "Pickle Pin" the Chicago's World Fair and becomes "one of the most popular promotional pieces in the history of American business" (Heinz, 2008). Henry Heinz develops the phrase "57 Varieties" despite having over 60 varieties developing their famous slogan in 1896 (Heinz, 2008). Howard Heinz served as Advertising Manager in the late 1800's (The Heinz Endowments, 2008). In 1963 Heinz makes "Charlie the Tuna" a national media star from acquired StarKist.

Heinz is represented principally for years in the UK by Leo Burnett (Hartfield, 2006).

Heinz is a publically owned company and used intended strategies from the beginning. Heinz has tried to accent quality from the introduction of their product with clear bottles innovating the horseradish-purchasing world. Heinz also sees itself as a old-fashioned family organization and this will make any of their advertising conservative in spirit being very particular and how it represents the company.

Heinz has strong goals and corporate philosophy. They define it as:

VISION

Our VISION, quite simply, is to be "THE WORLD'S PREMIER FOOD COMPANY, OFFERING NUTRITIOUS, SUPERIOR TASTING FOODS TO PEOPLE EVERYWHERE." Being the premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent, and consistent and predictable growth. We are well on our way to realizing this