{"id":491,"date":"2014-04-22T20:43:36","date_gmt":"2014-04-22T23:43:36","guid":{"rendered":"http:\/\/analisedemarketing.com\/blog\/?p=491"},"modified":"2014-04-22T20:43:36","modified_gmt":"2014-04-22T23:43:36","slug":"marketing-sensacional-ketchup-heinz","status":"publish","type":"post","link":"https:\/\/analisedemarketing.com\/?p=491","title":{"rendered":"Marketing Sensacional &#8211; Ketchup Heinz"},"content":{"rendered":"<p align=\"justify\"><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_1.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinz_analisedemarketing_1\" style=\"border-left-width: 0px; border-right-width: 0px; background-image: none; border-bottom-width: 0px; padding-top: 0px; padding-left: 0px; display: inline; padding-right: 0px; border-top-width: 0px\" border=\"0\" alt=\"Heinz_analisedemarketing_1\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_1_thumb.jpg\" width=\"666\" height=\"250\" \/><\/a><\/p>\n<p align=\"justify\">A Heinz, principal marca de ketchup do mundo, relan\u00e7ou na Inglaterra uma inteligente campanha de branding: \u201cGrow Your Own\u201d (Cultive Voc\u00ea Mesmo).<\/p>\n<p align=\"justify\">A a\u00e7\u00e3o distribui sementes de tomate e estimula o cultivo da fruta por fam\u00edlias e crian\u00e7as. O principal objetivo \u00e9 comunicar que o ketchup \u00e9 cultivado, n\u00e3o produzido. Al\u00e9m das sementes a marca lan\u00e7ou uma edi\u00e7\u00e3o limitada do produto. S\u00e3o 400.000 embalagens estilizadas com o tema \u201cGrow Your Own\u201d, que refor\u00e7am que toda embalagem possui \u00bc de tomate.<\/p>\n<p align=\"justify\">Na edi\u00e7\u00e3o de 2013 o sucesso foi enorme. Os kits foram detalhadamente desenvolvidos, incluindo regador, luvas e outros materiais, todos logomarcados \u00e9 claro. Foram lan\u00e7ados site, jogo e aplicativo espec\u00edficos para a campanha, ensinando os consumidores a cultivar as sementes e abrindo espa\u00e7o para post de fotos. Alguns blogs relevantes receberam o kit e fizeram o acompanhamento do cultivo dos tomates por crian\u00e7as. Com centenas de compartilhamentos, mais de 300 fotos postadas no Facebook e 69.300 novos f\u00e3s em sua p\u00e1gina a empresa gerou um buzz muito forte.<\/p>\n<p align=\"justify\"><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinztomato.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinztomato\" style=\"border-left-width: 0px; border-right-width: 0px; background-image: none; border-bottom-width: 0px; float: left; padding-top: 0px; padding-left: 0px; margin: 0px 18px 0px 0px; display: inline; padding-right: 0px; border-top-width: 0px\" border=\"0\" alt=\"Heinztomato\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinztomato_thumb.jpg\" width=\"236\" align=\"left\" height=\"320\" \/><\/a>Complementando a a\u00e7\u00e3o online e a embalagem especial a Heinz conseguiu traduzir em um an\u00fancio simples toda a campanha e posicionamento do seu produto. A propaganda impressa foi para mim a cereja do bolo de uma das melhores campanhas que j\u00e1 vi.<\/p>\n<p align=\"justify\">O que a Heinz conseguiu foi implementar uma a\u00e7\u00e3o que trabalha online, off-line, branding e trade ao mesmo tempo. Construir uma imagem de produto natural \u00e9 o fortalecimento do posicionamento, refor\u00e7ado com um grande impacto digital e tamb\u00e9m com a presen\u00e7a no cotidiano, colocando a marca na casa e no dia-a-dia dos consumidores. Com a edi\u00e7\u00e3o limitada e a propaganda a marca alimenta a campanha nos PDV\u2019s e refor\u00e7a seu posicionamento.<\/p>\n<p align=\"justify\">Uma a\u00e7\u00e3o com ideia inovadora e altamente eficaz, atingindo v\u00e1rios pontos de contato com o cliente.    <br \/>Experi\u00eancia de marca.<\/p>\n<p align=\"justify\"><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_22.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinz_analisedemarketing_2\" style=\"border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; margin: 0px 10px 0px 0px; border-left: 0px; display: inline; padding-right: 0px\" border=\"0\" alt=\"Heinz_analisedemarketing_2\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_2_thumb.jpg\" width=\"200\" height=\"240\" \/><\/a><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_31.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinz_analisedemarketing_3\" style=\"border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; margin: 0px 10px 0px 0px; border-left: 0px; display: inline; padding-right: 0px\" border=\"0\" alt=\"Heinz_analisedemarketing_3\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_3_thumb.jpg\" width=\"200\" height=\"200\" \/><\/a><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_41.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinz_analisedemarketing_4\" style=\"border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; margin: 0px 10px 0px 0px; border-left: 0px; display: inline; padding-right: 0px\" border=\"0\" alt=\"Heinz_analisedemarketing_4\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_4_thumb.jpg\" width=\"200\" height=\"200\" \/><\/a><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_51.png\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinz_analisedemarketing_5\" style=\"border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; margin: 0px 10px 0px 0px; border-left: 0px; display: inline; padding-right: 0px\" border=\"0\" alt=\"Heinz_analisedemarketing_5\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_5_thumb.png\" width=\"200\" height=\"284\" \/><\/a><a href=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_61.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"Heinz_analisedemarketing_6\" style=\"border-top: 0px; border-right: 0px; background-image: none; border-bottom: 0px; padding-top: 0px; padding-left: 0px; margin: 11px 0px 0px; border-left: 0px; display: inline; padding-right: 0px\" border=\"0\" alt=\"Heinz_analisedemarketing_6\" src=\"http:\/\/analisedemarketing.com\/blog\/wp-content\/uploads\/2014\/04\/Heinz_analisedemarketing_6_thumb.jpg\" width=\"198\" height=\"284\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A Heinz, principal marca de ketchup do mundo, relan\u00e7ou na Inglaterra uma inteligente campanha de branding: \u201cGrow Your Own\u201d (Cultive Voc\u00ea Mesmo). A a\u00e7\u00e3o distribui sementes de tomate e estimula o cultivo da fruta por fam\u00edlias e crian\u00e7as. O principal objetivo \u00e9 comunicar que o ketchup \u00e9 cultivado, n\u00e3o produzido. Al\u00e9m das sementes a marca<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,13,19],"tags":[43,48,109,171],"class_list":{"0":"post-491","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-acoes-de-marketing","7":"category-marcas","8":"category-posicionamento","9":"tag-branding","10":"tag-campanhas","11":"tag-heinz","12":"tag-online"},"_links":{"self":[{"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=\/wp\/v2\/posts\/491"}],"collection":[{"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=491"}],"version-history":[{"count":0,"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=\/wp\/v2\/posts\/491\/revisions"}],"wp:attachment":[{"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=491"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=491"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analisedemarketing.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=491"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}