Every year, at the end of the year, I make a pick of what I consider to be the brand of the year. I’ll be honest and say that I don’t have hard and fast criteria for my selection process, it’s more of a gut feel based on what I’ve observed throughout the year. It might not even be based on measured impact. Just my feels. :)

This year I’m going for what might feel like a surprise. I could have picked Louis Vuitton for all its work at The Olympics and with Notre Dame reconstruction, plus its construction site breakthough branding. Or I could have picked the movie “Wicked” for its wickedly successful box office and marketing collaborations. Afterall, last year I did pick Barbie as the brand of the year as part of that rationale.

But this year I’m going a different route. I’m going legacy. I’m going tried and true, slow and steady. Every day good ole’ day in and day out marketing.

My pick for 2024 Brand of the Year …. Heinz.

Heinz is a heritage brand. As you can see in the logo above, it was established in 1869 so it’s no stranger to its category or how to market or how to lead. And to my eye, it’s been a leader in its category the entire time. But not a quiet leader who rests on its laurels but an active leader who earns its stripes every year. And 2024 is a great example of its leadership.

Lots of activity this year including new product introductions and new campaigns, all over the world including initiatives that were indeed global and then also market-specific initiatives addressing individual market needs and business challenges.

One of those business challenges is when restaurants take bottles of Heinz Ketchup and refill them with another (cheaper) brand. Here is how the brand solved for that …

In another campaign that’s now become legendary, the brand blindly asked consumers to draw “ketchup” and the vast majority of them drew of picture of a Heinz Ketchup bottle. Now that is powerful branding and leadership.

And let’s face it … this is ketchup, friends, not exactly the most engaging of categories yet Heinz has managed to build equity and engagement year over year, product after product, campaign after campaign.

An outdoor ad that shows the packaging the way most consumers see it in action!

All such inspiring work from an iconic legacy brand. If you need any more convincing about my choice for brand of the year, take a look at this video …

Congrats to Heinz, since 1869!

What’s your pick? What’s your experience? JIM

2024 Brand of the Year - Heinz