Tomayto Tomahto

Everyday we are surrounded by advertisements, specifically pertaining to the food industry. Their goal is to continue to entice the consumer by displaying the most appealing aspects of their product; whether that is aimed at the health-conscious or the pleasure-seeking individual, either way we get drawn in. The three examples shown originate from the same company; however three very different strategies are used to sell the products. The importance of authenticity, homemade ingredients, freshness, guiltlessness and grace are components shown throughout these examples. Though many aspects of each product overlap, there are certain aspects that are highlighted which in turn directs the advertisement itself to a particular audience.

Beginning with the Heinz tomato pasta sauce, the design is simple yet detailed. With the use of fresh tomatoes and kitchen utensils, the advertisement pulls on the “homemade” emotions. Many people have become concerned with the freshness of their food in addition to the idea of products that are less processed. The overall shape of the tomato hovering over the jar of sauce automatically gives the feeling of freshness, a sauce right off the vine. Looking closer the viewer can see spatulas, pots, cutting boards and other ingredients such as onions and garlic which are all necessary components to a quality (homemade) pasta sauce. The idea is to connect the consumer to the kitchen, giving them quality with convenience.

The goal behind Heinz’s “Seriously Good” sauces is to embrace the homemade flavor with their guarantee of the freshest ingredients. In further advertising, they state that only fresh cream is used along with no acidifiers.  An additional ingredient in their line of tomato pasta sauces is lycopene which is a strong antioxidant promoting not only the “seriously tasty” flavor, but also health benefits.

The next advertisement is also from the Heinz Company, yet this one is focused on ketchup. This advertisement is also aesthetically pleasing with the white background, bold print and simplistic design. The tomato with a single bite taken out of it alludes to the story of Adam and Eve in the Garden of Eden at the beginning of creation.  It assures the consumer that this product is sinless, that there is no guilt involved.  In the bottom corner, this ketchup is referred to as “fit” which at first makes the viewer believe that this is healthier and better for a slim figure. Nonetheless, after looking at their website, this “fit” ketchup simply refers to the design of the bottle which fits better in the refrigerator door. These additional details cause the original advertisement to be slightly misleading.

Based on the strategies used in the ketchup advertisement, it is clear that the targeted audience is someone who is concerned about their body, wants to indulge a little, but do so without any consequences. In contrast to the tomato sauce advertisement, this one for ketchup is not necessarily focused on the freshness of ingredients or any homemade aspect to the product. Instead it is purely based on image and guiltlessness.

The third and final example is another form of ketchup advertising; however this one is more elegant and obviously aimed toward a female demographic. The saying goes “diamonds are a girl’s best friend” but in this case Heinz is arguing this should be replaced with ketchup. There is a beauty and class that can be added to any basic item to make it exceptional. Heinz definitely took a risk with this one, mixing two elements that don’t exactly complement one another; however it did make their advertisement direct. Though the overall makeup is smooth and sophisticated, their intent is bold and straightforward.

Every advertisement has a specific audience in which certain strategies are put into place to ensure the maximum amount of attention and ultimately consumption of the product. Especially here in America, many advertisements are tailored to the health-conscious individual and those who wish to maintain a certain body image. There is also an authenticity that has become increasingly important to the average American consumer. Though many still wish to obtain everything with a high level of convenience, there is still a certain amount of quality, if not elegance, that is expected. Even the most basic products, such as Heinz tomatoes, are advertised to the full range of classes. It soon becomes more about brand loyalty than what the advertisement itself says. These Heinz advertisements are allowed to be basic and clean because the name is what sells the product, yet this is not always the case. The wording, layout and audience direction are all important aspects to an advertisement but there are instances in which the product simply sells itself.