• Brandweek, Monday, February 12, 2007 12 PM

Heinz--which pulled the plug on its ketchup advertising in 2004--says it will launch "one of the largest TV campaigns behind the flagship Heinz Ketchup brand since the "Anticipation" spots of the 1970s this July.

Heinz, which redesigned its bottle last year, has been relying on in-store promotions. The new model bottle--in the familiar 48- and 64-oz. sizes--is shorter and fatter than the slender-shouldered shape baby boomers remember from their youth, but it fits into fridge doors more comfortably.

After the Fridge Door Fit hit stores in June 2006, ketchup "consumption" went up 78% because shoppers were buying larger bottles, according to Wendy Joyce, director of marketing at Pittsburgh-based Heinz. The packaging innovation is the "core basis of our marketing strategy," Joyce says.

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