History on Heinz
Heinz was founded in 1869 by Henry Heinz, in Sharpsburg, Pennsylvania, United States. When Henry was 25 he was living with his mother at her home, and this is where he created his first product using his mothers recipe, which was “a ‘pure and superior’ grated horseradish.” He was able to grow the horseradish on a small patch in his home garden that was given to him by his father. Most companies at this time used coloured bottles (mainly brown) due to them using lower-grade ingredients, they used these coloured bottles to hide the fact they did this, however Henry packaged his products in clear glass, as he knew his products were high in quality and purity and wanted to display that fact.
Heinz released his version of Tomato Ketchup in 1876 where it first appeared on shelves, in stores in the United States. Ketchup was originally created in China and was called ‘Cat Sup’ and its recipe involved a thick sauce made from tomatoes, special seasoning and starch. Henry adapted the recipe to have only five simple ingredients and is what can be seen in your houses today. During the 1870’s, Henry took his Ketchup international where he sold his first product to “Fortnum & Mason” in London.
Henry was seen as an Innovator from birth; during the 1880s to the 1890s, Heinz had created and sold over 60 products. It was not until he spotted a shoe company advertising 21 shoe styles for their business that Henry then created the iconic ’57 varieties’ slogan that we see on most products, advertisements etc. It is unclear how the decision came of the ’57 varieties’ however there are reasons that people believe are true. Henry claimed that his lucky number was 5 and his wife’s was 7, however he also believed that seven was a “significant number for people of all ages.” Whatever the reason for the number, it stuck and Heinz have used it ever since, to this day.
Canned goods were a luxury in the early twentieth century, due to cans being able to keep food stored for up to four years without them expiring, however this did not stop Heinz from becoming the largest manufacturer in the world for tomato products.
Heinz, H. 2019. Heinz Our Story. [Online]. [4 December 2019]. Available from: https://www.heinz.co.uk/our-story
Heinz Advertisement Pre Production
For my Heinz advertisement I am going to be doing a video rather than a poster or app etc. So I will begin by researching different advertisements for different types of products that they sell to help me decide, first of all, which product I will be using, and then how I will structure the ad, the style and the overall look of the video.
Heinz Benz: Full of Beanz TV Ad
This advertisement is structured like a short film, with it having a beginning, a middle and an end. It is also shot in more of a film style with a stereotypical advertisement twist on. What I mean by this is it follows compositional rules like a film would, with characters being placed on the rule of thirds, following the 180* Degree rule, close ups on significant objects and or things in the scene. However it then also follows stereotypical advertisement ‘traits’, with shots being wide, showing things or unnecessary facial expressions to name a couple.
The advertisement is a well created one, as it follows a story that is realistic, which audiences can follow easy and have a some sort of connection to the piece, even if it is small. It also shows how Heinz Beans are an easy and good source of protein, by the oldest child giving his younger brother more beans to quote “grow him up a bit.”
I think this a very good advertisement and is something I will be considering doing for my own advert, I was use the same plot, just the same style and structure.
Celebrating 150 Years of Heinz Ad
I enjoy the structure of this video, its quick, cuts to beats and the music choice keeps the audience entertained.
The video follows many different characters all from different places in time eating some sort of food, whether it’s breakfast, dinner, snack etc. While they are eating everyone is adding Heinz ketchup to their food, dipping their food in it, wiping their food in it until there is nothing left.
Showing the passage of time is a great way making your advertisement flow and cuts down on length, however it is used differently here but very well. They use the passage of time in this to show how long their product has been used for by customers, hence the video being a 150 years anniversary celebration. Also with the quick cuts showing many different people from different cultures, races, times etc using their product, not only does this show that their product is used by anyone and everyone, but that so many people have used their product and trust it, otherwise how would they still be in business after 150 years.
I like the use of quick cuts so that the audience do not get bored and still retain their interest in the advert and I will be using this in my own Heinz advert, however I will not be using the one stationary camera all of the way through, It works well for this advert as its using to portray it as you are the person eating the food and you are seeing it from their eyes, but that is not the way I want to take my advertisement.
I'm a 90's Child... 