Heinz Ketchup's edgy, contemporary attitude is uncapped in a new advertising campaign aimed at teens with an insatiable appetite for self-expression, wry humor and fun food. 

Heinz North America, an affiliate of the H.J. Heinz Company (NYSE:HNZ), is launceover says: "Heinz Tomato Ketchup is devious. It works quietly, often times under the cover of a bun; and it will change your food if you don't watch it. Heinz Tomato 

Ketchup. Not to be trusted."

-- Finger -- In this wry spot, Heinz Ketchup covers a big, juicy hamburger. As a hand places the top bun on the burger, some of the ketchup gets on a finger. The voiceover offers this advice: "If you get a bit of Heinz Tomato Ketchup on your finger, be careful because you might then want to eat that
finger. Heinz Tomato Ketchup. Goes best with food."

-- Wieners -- Expression is the theme of this "frank" commercial. A bottle of Heinz Ketchup is seen sitting next to a pack of hot dogs as they share a ride in a grocery store shopping cart. The voiceover says: "Heinz Tomato Ketchup once got a `Thank-You' card from some wieners. The Card said `Thanks.' Wieners don't really know tchup."

Record Market Share

Lambeth noted that Heinz Ketchup achieved record volume growth in the 52-week period ended April 28 as its U.S. volume share rose to 51.2 percent, from 47.6 percent a year earlier. 

Heinz Ketchup has twice the market share of its nearest competitor, selling more than 300 million bottles a year. Heinz produces more than 1 billion ounces of Heinz Ketchup each year. 

With sales over US$9 billion, H.J. Heinz Company is one of the world's leading marketers of branded foods to consumers everywhere, whether in supermarkets, restaurants or on the go. Its 50 companies operate in some 200 countries, with more than 20 power brands, including the Heinz(R) brand with nearly US$3 billion in annual sales. In addition to the Heinz brand, other famous brands within the company include: StarKist(R), Ore-Ida(R), 9-Lives(R), Wattie's(R), Plasmon(R), Farley's(R), Smart Ones(R), Bagel Bites(R), John West(R), Petit Navire(R), Kibbles 'n Bits(R), Pounce(R), Pup-Peroni(R). 

Company news release
P2021