Real Ketchup

On the way home that Andrew and Jimmy were talking about, they were interrogated by the police.

"Stop!" The policeman in a blue uniform and bulletproof vest waved his hand, signaling Jimmy to roll down the car window, then lowered his head and looked at the two of them with a serious look.

"Listen, put your hands where I can see them! And take out your driver's license!" He held the gun diagonally on his waist, as if he was carrying out a search mission.

And from the look of it, it seemed that he would also test for drunk driving. Jimmy had just drunk a little at the company, although not much, but he would definitely fail.

So Andrew took out his wallet from his jacket pocket and handed it to the policeman: "Hey, Mr. Officer, we live in a neighborhood not far away. What happened?"

"Stop! Put it down!"

The policeman held the gun in his right hand and remained vigilant, but took the wallet with his left hand. After seeing the police station membership card inside, he relaxed his attitude.

He returned the wallet to Andrew, put the gun back into the holster and said: "There was a shooting just now. Several black gangs fought."

"Damn it, those guys don't know how to stop at all!" Jimmy complained.

"That's right." The police officer nodded: "If you have any clues, tell us in time."

"Don't worry, I will, thank you for your hard work, officer, you must pay attention to safety." Andrew smiled and replied.

"Of course...Okay, let's go, go around from the right on the way back." After that, the police officer not only did not test for drunk driving, but also let his colleagues let him go. Jimmy and Andrew finally breathed a sigh of relief when they drove over.

"Damn, it's so scary, these sons of bitches..." Jimmy cursed niger and took a detour in the direction pointed by the police.

"Okay, go home early, this place is not peaceful at all." Andrew also sighed.

He was ready to leave this neighborhood after making money, at least to go to the white gathering area in New York, where the security is better and more upscale, so that he doesn't have to worry about the personal safety of his mother and two younger brothers.

After returning home, Andrew wrote and drew on paper and read the latest newspaper.

Heinz ketchup has been running various advertisements across the United States, including on television, newspapers, and billboards. However, the competition in the food industry itself is quite fierce. Andrew only flipped through the newspapers of the past week and saw ketchup advertisements from no less than four or five different companies.

Their slogans are similar, starting with seasoning. Some say that they are more suitable for fried chicken, and some say that they are a companion to bread.

Some even say that they are more valuable than Heinz. Anyway, they do everything they can to seize the ketchup market.

But Andrew still found some clues from their product names, such as Darling Ketchup and Weimei Seasoned Ketchup.

They all seem to have the word "seasoning" in their names more than Heinz Ketchup. Andrew walked to the kitchen in confusion and found that there was indeed Weimei Seasoned Ketchup at home. Its packaging bottle looked bigger. Although the color was not as rich as Heinz's, it seemed that the price-performance ratio was indeed higher than Heinz's.

"What are you looking at?" Carmela came down from upstairs, walked to the refrigerator, took out cucumber slices, and seemed to be planning to apply a facial mask.

"Carmela, why don't we use Heinz?" Andrew raised the bottle and asked her.

"Heinz?" Carmela frowned. "Heinz is more expensive, and the taste is similar, so of course we should buy the cheaper one."

"Do they really taste similar?"

Carmela thought about it carefully. "Not really. Heinz is richer, and a small spoonful is often enough, while I have to pour a lot of this every time because it is lighter."

"Then let's switch to Heinz in the future." Andrew put the seasoned ketchup back into the cabinet. "Well, I also miss the taste of Heinz." Carmela was in a good mood after the family had money, and finally began to take better care of herself.

After the two talked, Andrew also had a further idea about the advertising creativity of Heinz. He drew a huge billboard on the top of the notebook. On the top was a bottle of Heinz ketchup tilted down at a 45-degree angle, and the rich ketchup slowly flowed from the mouth of the bottle.

This was the prototype of the idea, which came from the advertising creativity of classic whiskey in later generations, but the original advertisement made the poured wine realistic and poured it into the tanker under the billboard.

But Heinz Ketchup obviously can't be done in this way, and the selling points of the two are completely different.

So Andrew wrote a few lines of words on the left side of the billboard. These lines of words are the essence of the entire advertisement.

"Heinz, the only ketchup."

Andrew looked at the billboard he drew with his pen and nodded. He felt it was right.

Compared with all the ketchups on the market, only Heinz is the real ketchup, rich and genuine. This is its core competitiveness. It

is a very wise advertising strategy to make a fuss around this point and distinguish it from other brands.

And this is also what Heinz Ketchup has always emphasized. Their company pays great attention to its bottle packaging and brand name. As far as Andrew knows, their advertisements for decades since their establishment have been centered around this, so this slogan will definitely be recognized by the other party.

But the next day when he arrived at the Lion Advertising Company to show it to Apollon, he was rejected by Maroni.

Because he proposed a new idea.

Maroni changed into a green suit today, which looked more showy with his blond hair. He stood in front of the drawing board and showed everyone his ideas.

"Look, this is first of all a steak..." There were three drawing boards behind him, each with a different food picture, from left to right, steak, hamburger, and French fries.

After introducing the three foods, Maroni smiled and faced everyone: "Do you feel that something is missing?"

"Yes, it looks like a semi-finished product." Apollon said he didn't understand.

Upon hearing this, Maroni immediately turned over the plastic film behind the three drawing boards.

Suddenly, a line of words appeared in front of everyone.

"Hand over Heinz." He shrugged and exaggeratedly said: "What is the most important thing about advertising creativity? It is imagination, the imagination of the audience, which is the most effective publicity."

Maroni explained: "And the Heinz here only means Heinz, not just ketchup, salad dressing, peanut butter, everything is included."

"It sounds great." Apollon laughed: "I'm already thinking about which Heinz seasoning sauce to use for tonight's burgers."

"Right, this is the essence of this advertisement."

Maroni looked at Andrew: "And Andrew, your advertisement. To be honest, based on my many years of experience, it is a bit too limited. It may not be in line with the client's pursuit of creativity."

(End of this chapter)