heinz plant bottle

8/3/2019 Heinz Plant Bottle

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Heinz KetchupNow Made With

PlantBottle Packaging

March 16, 2011

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Agenda

Why Heinz Ketchup is the #1 brand for consumers and operators

Introducing PlantBottle Packaging

What is PlantBottle Packaging?

Why is PlantBottle important to you?

20 oz PlantBottle Launch Details

Heinz PlantBottle Marketing Activation

How can you be part of the buzz?

Next Steps 2


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1876

Classic American

icon is born

Consumers and Operators Choose

Heinz Ketchup as the #1 brand of ketchup

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Consumers Operators

2 Source: Datassentials Foodservice Ketchup, Condiments and Sauces Market Sizing, August 2010

Decision Insights, Heinz A la carte Study, Jan 2009 among past month casual dining consumers

Because of

Taste and Consistency

Consumers choose Heinz its preferred 8 to 1over the nearest competitor1

1 Decisions Insight Tabletop Ketchup Study, July 2008

Operators #1 choice also is Heinz its

preferred 10 to 1 over the nearest competitor

Because it Delivers on Customers Expectations

5 times more consumers agree thatserving Heinz Ketchup improvestheir eating experience2

Satisfaction:

Halo Effect:

7 times more consumers agree thatserving Heinz Ketchup gives them abetter impression of the restaurant2

Consumers and Operators choose Heinz Ketchup also because of the value and innovation it delivers:

2010

Heinz introduces only

dual-function package

2001

Heinz turns plastic

design on its head

1968

Heinz introduces

ketchup on the go-go

1983

Heinz introduces 1st

plastic ketchup bottle

2011

Heinz introduces plastic

ketchup bottle made from

PlantBottle material

NEW!


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Introducing PlantBottle Packaging

Heinz announced a strategic partnership with Coca-Cola that

will enable ketchup bottles to be produced using Coke's

PlantBottleTM packaging.

Heinzs adoption of the PlantBottle technology will be the

biggest change to our iconic ketchup bottles since we firstintroduced plastic in 1983.

The partnership is an industry-first, and one that both

companies hope that others will follow to transform how food

and beverages are packaged around the world.

The introduction of PlantBottle is another important

step in Heinzs global sustainability initiative to reduce

greenhouse gas emissions, solid waste, water

consumption and energy usage at least 20% by 2015.

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What is PlantBottle Packaging?

Up to 30% Plant Based

Resulting Material is PET Plastic

Same resin suppliers, same bottle

conversion, same quality

Recyclable in community

recycling programs today

Reduces dependence on

petroleum & lowers

environmental impact

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Heinz is introducing this technology at no additional cost to customers

There is no

impact to

package

quality,

function,

or product


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The package change improves consumersperceptions of Heinz and is seen as a way tohelp people do their part2

Consumers want to support operators that areconsciously participating in sustainableactivities

With sustainability laws/regulations increasingaround the country, operators needsustainable options

Why is PlantBottle Important to You?

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Consumers are becoming more aware

and concerned with sustainability

Ranked topics of concern

Opportunity: Leverage Heinz PlantBottle with your patrons

I appreciate the effortmade to address

environmental

concerns.

It is good to know thatHeinz cares about the

environment. That is what

the bottle shows me.

1 Technomic Foodservice Planning Program,The Impact of Social Consciousness and the Responsibility on Foodservice, June 2008

2 Ketchup Plant Bottle Communispace activity I note November 2010

Insight: 78% of consumers would visit a socially responsible restaurant more often, pay more or both1


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Front Label Back Label

20 oz PlantBottle Launch Details

Note: Labels Not FinalShipping June through October 7

Launch Timing: June 2011

New limited edition Talking

front label promotes change

to bottle

Back label will feature a

Quick Response code that

consumers can scan with

their smart phones and

connects to a website to

learn more aboutPlantBottle

Consumers without smart

phones have the option to

text for website


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Heinz is launching a 360o marketing campaign to engage consumers and operators

Heinz PlantBottle Marketing Activation

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Consumer PromotionJune - Oct

Trade AdvertisingJune Sept (tbd)

Social MediaJune

Design Not Final Subject To Change


In Restaurant ActivationJune Oct

Coasters, Table tents, Placemats


Promotional LabelsJune - Oct


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Heinz is providing operator promotion tools to: Help you talk about sustainability in your operations

Bring PlantBottle to life in your operations

Engage patrons at and away from your restaurants

Drive traffic into your restaurants

Leverage Heinz consumer promotion from June to October to drive engagement

Tools will be simple and easy to implement for operators

Online

Content for operator websites and Facebook pages In Restaurant

Table tents, placemats, coasters

How can you be part of the buzz?

9Final information on tools coming in April


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For additional information about PlantBottle, visit www.heinzketchup.com orcontact your Heinz Sales Representative

Work with your Heinz Sales Representative to develop a promotion plan that fits

your sustainability story utilizing the operator promotion tools

All promotion tools will be available for execution beginning in May.

If you have additional ideas on how you would like to tell your sustainability

story, please let us know so we can help you execute it.

Next Steps

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heinz plant bottle

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