Baby Food Maker Protects Market Share Organically

Who helped Heinz maintain market share when a major private label brand was poised to introduce a new, organic line of baby food? Anthem, the independent brand consulting and design unit of Schawk.

Although Heinz is a dominant brand in the Canadian baby food market, total household penetration of manufactured baby food is just 50% because homemade baby food is so popular with these consumers. To protect its leadership position in the category, Heinz turned to Anthem for advice. After investigating the brand space and articulating
a strategy, Anthem helped Heinz leverage the trusted Heinz brand name in the launch of a new
line of organic baby food: Heinz Organics.

Overcoming consumer skepticism associated with manufactured baby food as a healthy choice for babies was a must. Brand imagery needed to
evoke a feeling of natural goodness yet fit in with the established Heinz brand. Natural illustration
and hand-drawn images of key ingredients helped present Heinz as a trustworthy alternative to homemade baby food.

With Anthem’s guidance, Heinz Organics
went from concept to shelf in just 12 weeks, beating the new private label to market and successfully protecting Heinz’s market share. A genuine success for Heinz and Anthem.