Top
POLL POSITION
Sports Marketer of the Year
 
pollcode.com free polls
QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Top Selling MLS Player Jerseys
1. Miguel Almirón Atlanta United
2. Bastian Schweinsteiger Chicago Fire
3. Josef Martínez Atlanta United
4. Jordan Morris Seattle Sounders
5. David Villa NYCFC
6. Clint Dempsey Seattle Sounders
7. Sebastian Giovinco Toronto FC
8. Kaká Orlando City FC
9. Andrea Pirlo NYCFC
10. Nicolás Lodeiro Seattle Sounders
SOURCE MLS STORE

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Kellogg's: Chloe Kim Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Wednesday
Jan082014

Seeing Red: Heinz Seeking To Ketchup With Consumers Using Super Bowl Stage

By Barry Janoff

January 7, 2014: It will be déjà vu all over again for Heinz Ketchup on Super Bowl Sunday.

The iconic burger accoutrement has purchased a 30-second spot to air on Fox during Super Bowl XLVIII, marking the brand's first such placement in 16 years and only its second appearance all-time during Super Bowl broadcasts.

Heinz said it would use the air time to jump start "a larger effort" to target consumers via a multi-platform effort. Thirty-second spots are averaging close to $4 million, with some going several millions higher, according to Fox.

The decision comes just months after McDonald's decided to end its four-decades long alliance with Heinz. Although not part of the equation, McDonald's is an official partner of the NFL.

Heinz's previous big game spot ran during Super Bowl XXXII in January 1998, at a cost of $1.3 million. Like today, that commercial was used by Heinz as a forum to kick off a $20 million campaign that ran throughout the year.

“Heinz’s participation in the Super Bowl is an opportunity to remind consumers of the love they have for this iconic brand,” Bill Ulrick, senior brand manager for Heinz North America, said in a statement. “The commercial investment is part of a larger effort to renew our commitment to engage with our great fans.”

The commercial will be part of a campaign under the umbrella theme, “Show Us Your Heinz," encouraging ketchup fans to share how they enjoy Heinz products.

The brand already has launched some elements via social media, including a dedicated Web site where people are encouraged to submit a photo that includes their favorite Heinz product.

“Heinz’s participation in the Super Bowl is an opportunity to remind consumers of the love they have for this iconic brand."

Heinz said that specially marked ketchup bottles in restaurants and at retail contain a QR code, which can be used now until Feb. 2 at the Web site for opportunity to win more than $400,000 in prizes. The five grand prize are trips to the "five biggest championship sporting events of the winners’ choosing over the next year." (Full details here.)

Lead agency is Cramer-Krasselt, Chicago.

Heinz has had a hectic period of late. Last year, Berkshire Hathaway and 3G Capital agreed to buy H..J Heinz Co. in a deal for about $23 billion. As part of the acquisition, Bernardo Hees was named the new CEO for Heinz.

Although Heinz was dropped by McDonald's, it is still used in about 80% of Burger King locations, according to the company.

For those seeking marketing omens, the winning team in Super Bowl XXXII, the last time Heinz advertised during the game, was the Denver Broncos, which beat the Green Bay Packers, 31-24, behind quarterback John Elway.

Other advertisers in that game, seen on NBC and played in what was then Qualcomm Stadium in San Diego, included Pepsi, Tabasco, Bud Light, Doritos (with Ali Landry), Visa, Lipton (with claymation figures of Babe Ruth, Reggie Jackson, Billy Martin, George Steinbrenner and the voice of Phil Rizzuto), Amex (Jerry Seinfeld and Superman), Lays (with Michael J. Fox) and Tommy Hilfiger (with Michael Richards),

Back to Super Bowl 48

Back to Home Page