ConAgra Foods – Hunt’s Ketchup : Challenging an American Icon
ConAgra Foods – Hunt’s Ketchup : Challenging an American Icon
2 PagesCase Study: ConAgra Foods – Hunt’s Ketchup Challenging an American Icon Heinz has long been America’s favorite ketchup. The brand was built on its superior thickness and renowned as “the slow ketchup” . Many remember the famous TV ads featuring the Carly Simon song “ Anticipation” to underscore the brand’s demonstrable thickness. For years Heinz enjoyed a dominant, uncontested national market share of over 70% of the ketchup sold in all US retail channels. Ascension strategists leading the #2 brand Hunt’s Ketchup in the late 1980’s leveraged critical ketchup user research insights that revealed thickness was in fact the second most important attribute in ketchup preference. The #1 most important attribute was “taste” yet this was an unexploited attribute for the category leader. This insig
