Abstract:

The 'Tapestry' advertising campaign has now been used for TV and poster advertising of Heinz Tomato Ketchup for the last two years: with minor alterations to the execution in the second year. These films were not pre-tested to establish how well they met the campaign objectives. A quantitative study to update information on the key consumer attributes for ketchup and to evaluate the level of awareness of the present campaign has already been undertaken. Further research was required in order to assess in some depth the detailed qualities of the brand is conveyed by these advertisements before decisions could be made about possible changes in the campaign.