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Exclusive: Heinz Helping AFL Clubs Connect To Fans

A
fter announcing the creation of limited-edition AFL club themed Heinz Tomato Ketchup bottles for the 2021 AFL season, Heinz Australia chief marketing executive officer, Shane Kent, spoke to Ministry of Sport about the campaign.

Discussing the value the campaign creates for the AFL and its 18 clubs, Kent said: “For clubs there is no greater value than witnessing fans find another way to show support and commitment to their team.”

“For them, this campaign is purely about footy followers having an opportunity to further connect with their team by topping their half time pie with a personalised team ketchup bottle,” Kent told Ministry of Sport.

“If anything, this partnership signifies the exciting season and bright year we have ahead.

“After a year of being deprived from AFL, exciting crowds and physical connections, our limited edition bottles are here to get footy fans hyped for this year’s premiership season, and are another reminder of the sport we love returning,” he said.

Speaking about the value of the campaign to Heinz in growing the company’s connection to Australian sports fans, Kent said: “We want AFL fans to recognise the commitment that Heinz has to the sport and supporting Aussie culture.”

“We want shoppers to feel proud purchasing their teams’ bottles to back their club, and we also want shoppers to feel proud purchasing our rich and high quality Aussie product that complements footy snacks perfectly.

“Being at the centre of Aussie culture is core to everything that Heinz stands for and is why people fall in love with the brand and our products,” he said.

The campaign began on April 7, with the bottles appearing exclusively in Coles stores around Australia, with the Heinz to Home e-store featuring exclusive merchandise bundles for all 18 teams.