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January 19, 2009


Tom Asacker

Len, I certainly agree with your sentiments regarding the time and money spent on testing the obvious. It's truly amazing, especially in these very challenging times. However, I think the tomato image may be a bad move.

If the image stops people and makes them consciously consider their purchase decision, like Contadina's 1956 line "Who Puts Eight Great Tomatoes in That Itty Bitty Can?," then it may be worth the change. Otherwise, I would have made the pickle even more prominent and created curiosity and conversation; told the Heinz story, give out pins, etc. For the tomato isn't the hero of Heinz ketchup. Heinz is!

Len Herstein

Interesting point Tom. Interruption may be the name of the game - especially in a category that may have low involvement and in which the consumers are already on auto-pilot...

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