Headline: Heinz Introduces Hagelchup to Amsterdam, Challenges Dutch Mayonnaise Obsession at French Fry Shops
Subheading: The food giant’s unique marketing campaign aims to change the Dutch preference for mayonnaise on fries with a new ketchup-sprinkle hybrid
Date: September 5, 2024
Byline: [Your Name]
Lead:
Amsterdam, Netherlands – In a bold move to shake up the traditional Dutch fast-food scene, Kraft Heinz has launched a creative marketing campaign to promote its new product, Hagelchup. The hybrid ketchup-sprinkle blend is designed to encourage Amsterdammers to swap their beloved mayonnaise for a sprinkle of ketchup on their fries.
Background:
The campaign, which kicked off on Thursday, is part of a broader effort by Heinz to boost its presence in the Netherlands. While the country is well-known for its fries and mayonnaise combination, statistics suggest that the market for ketchup on fries is relatively untapped. According to the Frituurcentrum, approximately 1.3 billion portions of fries are sold annually, but the consumption of ketchup-flavored products remains low.
The Product:
Hagelchup is a novel creation, blending the popular tomato ketchup with hagelslag, a Dutch sprinkle typically used on sandwiches. The product is currently available only at Heertje Friet, a fry shop on Herengracht in Amsterdam. The shop will be open for business from 11 a.m. on Friday, Saturday, and Sunday, offering customers the unique opportunity to try the new product.
Marketing Strategy:
Heinz’s marketing director, Belén Llamazares Carballo, explained the rationale behind the campaign: “Why is a ‘patatje met’ always just mayonnaise and what would it be like if we could sprinkle Heinz Tomato Ketchup on top in the form of traditional Dutch chocolate sprinkles? Then we bring together the best of two Dutch traditions.”
The campaign also features a modified Heinz slogan, “Even if you sprinkle it, it has to be Heinz,” and showcases the Hagelchup in the familiar Heinz ketchup bottle, filled with the ketchup-sprinkle hybrid. Both Heinz and De Ruijter, the factory famous for making hagelslag, are owned by KraftHeinz.
Goals:
Heinz hopes that the innovative and humorous campaign will not only introduce Hagelchup to the Dutch market but also put a smile on the faces of consumers. The company is aiming to create a buzz around the product and possibly change the Dutch preference for mayonnaise on fries.
Future Prospects:
Although there are currently no plans to distribute Hagelchup in stores, the company sees the campaign as an effective branding exercise and a way to engage with consumers. “At Heinz, it’s always our main goal to convey irrational love and put a smile on as many faces as possible,” Carballo said.
Conclusion:
As Amsterdamers get their first taste of Hagelchup, only time will tell if the product can successfully challenge the dominance of mayonnaise on fries. For now, it’s a novel experiment that has certainly piqued the interest of the city’s food lovers.
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