Marketing Mix: We'll call you - Heinz

We turn up the heat on Heinz to find out why our favourite chilli soup seems to have disappeared.

Heinz: Heinz customer contact, can I help you?

Mktg: I hope so. With the weather getting colder at the moment, I've just been to my local supermarket to buy some tins of soup and I couldn't find your Big Soup Chilli with Potato flavour anywhere.

Heinz: We don't make that one any more.

Mktg: (distressed) You're joking?

Heinz: No, we stopped making it last year I think.

Mktg: Oh no! That was my favourite soup.

Heinz: Yes, it was a good one - my husband loved it. But it didn't sell very well, unfortunately. If there's not a big enough turnover, they stop selling it.

Mktg: Are you planning to replace it with anything similar?

Heinz No. Some variants contain potato, but there is nothing that contains chilli.

Mktg: Did people find it too spicy?

Heinz: It may have been that. It's just one of the variants people didn't really take to.

Mktg: I can't believe it.

Heinz: We thought it was a really good idea too, but unfortunately the general public didn't agree.

Mktg: Is there anything I can do to persuade Heinz to bring it back?

Heinz: No. When we do a production run we produce 400,000 cans at a time.

Mktg: You don't have any spares you're selling off, do you?

Heinz: No, we don't hold on to any stock. Everything that we make goes straight out to the retailers.

Mktg: Can I give your marketing department some feedback then?

Heinz: I've logged your comment on the system and that will be fed in to the marketing department, but I'm afraid we've had very few people asking about it.

Mktg: I don't suppose you would consider making some extra chilli soup for loyal consumers like me who are going to miss that flavour dreadfully?

Heinz: Not unless you want to buy 400, 000 cans.

Mktg: I think even I would be hard pushed to get through that much soup.


While the call-handler's manner was polite and she answered all my questions adequately, I felt she sounded a bit wooden. The fact that she was talking quietly didn't help. Considering that she was talking to a loyal soup customer, she didn't use the opportunity to persuade me to try other flavours. The conversation was one way - I asked all the questions and she gave brief responses, rather than trying to find out more about my views on the Heinz soup range.

Score 5/10.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus