{"id":12351,"date":"2026-10-21T16:01:37","date_gmt":"2026-10-21T08:01:37","guid":{"rendered":"https:\/\/naturality.io\/how-heinz-turned-ketchup-fraud-into-recognition-trust-and-ownership\/"},"modified":"2026-10-21T17:21:51","modified_gmt":"2026-10-21T09:21:51","slug":"how-heinz-turned-ketchup-fraud-into-recognition-trust-and-ownership","status":"publish","type":"post","link":"https:\/\/naturality.io\/cn\/how-heinz-turned-ketchup-fraud-into-recognition-trust-and-ownership\/","title":{"rendered":"\u756a\u8304\u9171\u88ab\u201c\u72f8\u732b\u6362\u592a\u5b50\u201d\uff1f\u6765\u770b\u770b\u4ea8\u6c0f\u5982\u4f55\u5de7\u5999\u5316\u89e3\u54c1\u724c\u4fe1\u4efb\u5371\u673a"},"content":{"rendered":"\n

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2023 \u5e74\uff0c\u4ea8\u6c0f\u4e0e\u521b\u610f\u4ee3\u7406\u516c\u53f8 Wunderman Thompson Turkey \u5c06\u8fd9\u4e00\u4ee4\u4eba\u5934\u75bc\u7684\u5546\u4e1a\u95ee\u9898\u8f6c\u5316\u4e3a\u4e00\u6b21\u54c1\u724c\u521b\u610f\uff0c\u63a8\u51fa\u4e86\u540d\u4e3a\u00a0Is That Heinz?\uff08\u8fd9\u662f\u4ea8\u6c0f\u5417\uff1f\uff09\u7684\u8425\u9500\u6d3b\u52a8\u3002<\/section>
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01. \u88ab\u5ffd\u7565\u7684\u54c1\u724c\u4ef7\u503c\uff0c\u85cf\u5728\u90a3\u53ea\u88ab\u53cd\u590d\u4f7f\u7528\u7684\u74f6\u5b50\u91cc<\/h4>\n\n
\"\"<\/figure>\n\n
\u25b2 \u56fe\u6e90\uff1aFoodTalks<\/em><\/h6>\n\n

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\u25b2 \u56fe\u6e90\uff1aWunderman Thompson Turkey\u00a0<\/em><\/h6>\n\n

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\"\"<\/figure>\n\n
\u25b2 \u56fe\u6e90\uff1aWunderman Thompson Turkey\u00a0<\/em><\/h6>\n\n

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\u6d3b\u52a8\u540d\u79f0 Is That Heinz? \u4e5f\u5ef6\u7eed\u4e86\u540c\u6837\u7684\u5de7\u601d\u3002<\/span><\/section>
\u4ea8\u6c0f\u6ca1\u6709\u4e25\u8083\u5730\u8b66\u544a\u6d88\u8d39\u8005\u5e02\u573a\u4e0a\u5b58\u5728\u5047\u5192\u4ea7\u54c1\uff0c\u4e5f\u6ca1\u6709\u518d\u4e00\u6b21\u5f3a\u8c03\u81ea\u5df1\u7684\u54c1\u8d28\u6709\u591a\u4f18\u79c0\uff0c\u800c\u662f\u629b\u51fa\u4e86\u4e00\u4e2a\u5e26\u7740\u51e0\u5206\u6000\u7591\u3001\u53c8\u6709\u70b9\u4fcf\u76ae\u7684\u95ee\u9898\uff1a\u201c\u8fd9\u662f\u4ea8\u6c0f\u5417\uff1f\u201d<\/span><\/section>
\u60f3\u8c61\u4e00\u4e0b\uff0c\u4f60\u6b63\u5728\u9910\u5385\u91cc\u5403\u85af\u6761\uff0c\u7a81\u7136\u53d1\u73b0\u756a\u8304\u9171\u7684\u989c\u8272\u4f3c\u4e4e\u4e0d\u592a\u5bf9\u52b2\u3002\u4e8e\u662f\uff0c\u4f60\u62ff\u8d77\u74f6\u5b50\uff0c\u5c06\u9171\u6599\u4e0e\u6807\u7b7e\u4e0a\u7684\u7ea2\u8272\u4ed4\u7ec6\u5bf9\u7167\u3002<\/span><\/section>
\u539f\u672c\u518d\u666e\u901a\u4e0d\u8fc7\u7684\u4e00\u987f\u996d\uff0c\u7a81\u7136\u53d8\u6210\u4e86\u4e00\u573a\u5c0f\u5c0f\u7684\u201c\u4fa6\u63a2\u6e38\u620f\u201d\u3002\u6d88\u8d39\u8005\u4e0d\u518d\u53ea\u662f\u88ab\u52a8\u63a5\u6536\u54c1\u724c\u4fe1\u606f\uff0c\u800c\u662f\u88ab\u9080\u8bf7\u4eb2\u81ea\u5bfb\u627e\u7b54\u6848\uff0c\u751a\u81f3\u5c06\u81ea\u5df1\u7684\u53d1\u73b0\u5206\u4eab\u5230\u793e\u4ea4\u5e73\u53f0\u3002<\/span><\/section><\/p>\n\n

\u5f53\u7136\uff0c\u8089\u773c\u6bd4\u5bf9\u989c\u8272\u5e76\u4e0d\u662f\u4e07\u65e0\u4e00\u5931\u7684\u9632\u4f2a\u65b9\u6cd5\u3002\u5149\u7ebf\u3001\u5305\u88c5\u6750\u8d28\u4ee5\u53ca\u4ea7\u54c1\u672c\u8eab\u7684\u72b6\u6001\uff0c\u90fd\u53ef\u80fd\u5f71\u54cd\u5224\u65ad\u7ed3\u679c\u3002\u4f46\u4f5c\u4e3a\u4e00\u79cd\u51e0\u4e4e\u4e0d\u9700\u8981\u989d\u5916\u89e3\u91ca\u7684\u6d88\u8d39\u8005\u4e92\u52a8\uff0c\u8fd9\u4e2a\u521b\u610f\u8db3\u591f\u76f4\u89c2\uff0c\u4e5f\u4e0e\u4eba\u4eec\u539f\u672c\u7684\u4ea7\u54c1\u4f7f\u7528\u4e60\u60ef\u7d27\u5bc6\u7ed3\u5408\u3002<\/span><\/section>
\u66f4\u91cd\u8981\u7684\u662f\uff0c\u4ea8\u6c0f\u5e76\u4e0d\u9700\u8981\u91cd\u65b0\u521b\u9020\u4e00\u5957\u54c1\u724c\u89c6\u89c9\u8bed\u8a00\uff0c\u800c\u662f\u8ba9\u4e00\u9879\u5df2\u7ecf\u62e5\u6709\u9ad8\u5ea6\u8fa8\u8bc6\u5ea6\u7684\u54c1\u724c\u8d44\u4ea7\uff0c\u627f\u62c5\u8d77\u66f4\u6709\u5b9e\u9645\u610f\u4e49\u7684\u4efb\u52a1\u3002<\/span><\/section>
\u4ece\u8bbe\u8ba1\u89d2\u5ea6\u6765\u770b\uff0c\u8fd9\u79cd\u4ece\u201c\u89c6\u89c9\u8bc6\u522b\u201d\u5230\u201c\u5b9e\u9645\u4f53\u9a8c\u201d\u7684\u8f6c\u53d8\uff0c\u624d\u662f\u6574\u4e2a\u6848\u4f8b\u6700\u503c\u5f97\u5173\u6ce8\u7684\u5730\u65b9\u3002<\/span><\/section><\/p>\n\n

03. \u4ece\u6d88\u8d39\u8005\u6ce8\u610f\u529b\uff0c\u5230\u771f\u6b63\u7684\u5546\u4e1a\u5f71\u54cd\u529b<\/h4>\n\n
\"\"<\/figure>\n\n
\u25b2 \u56fe\u6e90\uff1aWunderman Thompson Turkey\u00a0<\/em><\/h6>\n\n

\u5982\u679c\u53ea\u628a Is That Heinz? \u770b\u6210\u4e00\u6b21\u63d0\u5347\u6d88\u8d39\u8005\u53c2\u4e0e\u5ea6\u7684\u4e92\u52a8\u8425\u9500\uff0c\u5176\u5b9e\u8fd8\u4f4e\u4f30\u4e86\u8fd9\u573a\u6d3b\u52a8\u80cc\u540e\u7684\u5546\u4e1a\u7b56\u7565\u3002<\/span><\/section>
\u6bd5\u7adf\uff0c\u51b3\u5b9a\u9910\u5385\u91c7\u8d2d\u54ea\u79cd\u756a\u8304\u9171\u7684\uff0c\u901a\u5e38\u4e0d\u662f\u6b63\u5728\u5403\u85af\u6761\u7684\u6d88\u8d39\u8005\uff0c\u800c\u662f\u9700\u8981\u8003\u8651\u6210\u672c\u548c\u5229\u6da6\u7684\u9910\u5385\u7ecf\u8425\u8005\u3002\u5373\u4f7f\u987e\u5ba2\u66f4\u559c\u6b22\u4ea8\u6c0f\uff0c\u5546\u5bb6\u4ecd\u7136\u53ef\u80fd\u51fa\u4e8e\u6210\u672c\u8003\u8651\uff0c\u9009\u62e9\u4ef7\u683c\u66f4\u4f4e\u7684\u66ff\u4ee3\u4ea7\u54c1\u3002<\/span><\/section>
\u5982\u679c\u4ea8\u6c0f\u53ea\u662f\u76f4\u63a5\u544a\u8bc9\u9910\u5385\u8001\u677f\u201c\u6211\u4eec\u7684\u756a\u8304\u9171\u54c1\u8d28\u66f4\u597d\u201d\uff0c\u6700\u7ec8\u5f88\u53ef\u80fd\u53c8\u4f1a\u56de\u5230\u4ef7\u683c\u7ade\u4e89\u7684\u95ee\u9898\u4e0a\u3002<\/span><\/section>
\u4f46\u8fd9\u4e00\u6b21\uff0c\u4ea8\u6c0f\u9009\u62e9\u4ece\u6d88\u8d39\u8005\u8fd9\u4e00\u7aef\u5165\u624b\u3002\u5b83\u8ba9\u539f\u672c\u4e0d\u5bb9\u6613\u88ab\u53d1\u73b0\u7684\u4ea7\u54c1\u66ff\u6362\u884c\u4e3a\uff0c\u53d8\u6210\u4e86\u4e00\u4ef6\u6d88\u8d39\u8005\u80fd\u591f\u4e3b\u52a8\u89c2\u5bdf\u3001\u63d0\u51fa\u7591\u95ee\uff0c\u751a\u81f3\u516c\u5f00\u8ba8\u8bba\u7684\u4e8b\u60c5\u3002<\/span><\/section><\/p>\n\n

\u5f53\u6d88\u8d39\u8005\u5f00\u59cb\u7559\u610f\u74f6\u5b50\u91cc\u7a76\u7adf\u88c5\u7740\u4ec0\u4e48\uff0c\u9910\u5385\u7ecf\u8425\u8005\u7684\u91c7\u8d2d\u51b3\u7b56\u4e5f\u968f\u4e4b\u53d8\u5f97\u66f4\u52a0\u590d\u6742\uff1a\u4f7f\u7528\u4fbf\u5b9c\u7684\u756a\u8304\u9171\u6216\u8bb8\u80fd\u591f\u8282\u7701\u6210\u672c\uff0c\u4f46\u7ee7\u7eed\u5c06\u5b83\u88c5\u5728\u4ea8\u6c0f\u74f6\u5b50\u91cc\uff0c\u5c31\u9700\u8981\u627f\u62c5\u66f4\u9ad8\u7684\u987e\u5ba2\u6295\u8bc9\u4e0e\u4fe1\u4efb\u53d7\u635f\u98ce\u9669\u3002

\u4ea8\u6c0f\u5e76\u6ca1\u6709\u76f4\u63a5\u8981\u6c42\u5546\u5bb6\u8d2d\u4e70\u81ea\u5df1\u7684\u4ea7\u54c1\uff0c\u800c\u662f\u501f\u52a9\u6d88\u8d39\u8005\u5bf9\u54c1\u724c\u7684\u65e2\u6709\u504f\u597d\uff0c\u8ba9\u91c7\u8d2d\u771f\u6b63\u7684\u4ea8\u6c0f\u6210\u4e3a\u4e00\u4e2a\u66f4\u503c\u5f97\u8003\u8651\u7684\u5546\u4e1a\u9009\u62e9\u3002\u8fd9\u573a\u8425\u9500\u53d1\u751f\u5728\u9910\u684c\u4e0a\uff0c\u4f46\u5b83\u771f\u6b63\u5e0c\u671b\u5f71\u54cd\u7684\u5546\u4e1a\u51b3\u7b56\uff0c\u5374\u53d1\u751f\u5728\u9910\u684c\u4e4b\u5916\u3002<\/span><\/section>
\u4ece\u6d3b\u52a8\u6548\u679c\u6765\u770b\uff0c\u8fd9\u4e2a\u5c0f\u5c0f\u7684\u8bbe\u8ba1\u8c03\u6574\uff0c\u4e5f\u4ea7\u751f\u4e86\u8d85\u51fa\u5305\u88c5\u672c\u8eab\u7684\u5f71\u54cd\u3002<\/span><\/section><\/p>\n\n

\u6839\u636e\u521b\u610f\u4ee3\u7406\u516c\u53f8\u516c\u5e03\u3001\u5e76\u7531\u521b\u610f\u8425\u9500\u5a92\u4f53 Contagious \u62a5\u9053\u7684\u6d3b\u52a8\u6570\u636e\uff1a \n97%\u7684\u6d88\u8d39\u8005\u80fd\u591f\u533a\u5206\u771f\u6b63\u7684\u4ea8\u6c0f\u756a\u8304\u9171\u4e0e\u66ff\u4ee3\u4ea7\u54c1\u3002 \n73%\u7684\u975e\u4ea8\u6c0f\u756a\u8304\u9171\u704c\u88c5\u884c\u4e3a\u6709\u6240\u51cf\u5c11\u3002 \n24%\u7684\u589e\u957f\u51fa\u73b0\u5728\u571f\u8033\u5176\u8857\u5934\u9910\u996e\u5e97\u5bf9\u4ea8\u6c0f\u756a\u8304\u9171\u7684\u4f7f\u7528\u91cf\u4e0a\u3002 \n\u9700\u8981\u8bf4\u660e\u7684\u662f\uff0c\u4e0a\u8ff0\u6570\u636e\u6765\u81ea\u4ee3\u7406\u516c\u53f8\u62ab\u9732\u7684\u6d3b\u52a8\u7ed3\u679c\uff0c\u516c\u5f00\u8d44\u6599\u4e2d\u5bf9\u4e8e\u6837\u672c\u89c4\u6a21\u53ca\u72ec\u7acb\u9a8c\u8bc1\u65b9\u5f0f\u7684\u4fe1\u606f\u6709\u9650\uff0c\u56e0\u6b64\u4e0d\u80fd\u5c06\u6240\u6709\u6539\u5584\u90fd\u5b8c\u5168\u5f52\u56e0\u4e8e\u6807\u7b7e\u8bbe\u8ba1\u672c\u8eab\u3002 \n\u4e0d\u8fc7\uff0c\u8fd9\u4e9b\u7ed3\u679c\u4f9d\u7136\u8bf4\u660e\uff0c\u8fd9\u573a\u6d3b\u52a8\u7684\u4ef7\u503c\u5e76\u4e0d\u6b62\u4e8e\u5438\u5f15\u5173\u6ce8\u3002 \n\u5b83\u5c06\u6d88\u8d39\u8005\u53c2\u4e0e\u3001\u54c1\u724c\u8bc6\u522b\u4e0e\u771f\u5b9e\u7684\u5546\u4e1a\u6311\u6218\u8fde\u63a5\u8d77\u6765\uff0c\u8ba9\u4e00\u4e2a\u770b\u4f3c\u5fae\u4e0d\u8db3\u9053\u7684\u5305\u88c5\u53d8\u5316\uff0c\u5728\u54c1\u724c\u7ecf\u8425\u5c42\u9762\u53d1\u6325\u4e86\u66f4\u5927\u7684\u4f5c\u7528\u3002<\/p>\n\n

04. \u4ece\u4ea8\u6c0f\u7684\u521b\u610f\uff0c\u770b\u51fa\u6d77\u54c1\u724c\u5982\u4f55\u5efa\u7acb\u957f\u671f\u5dee\u5f02\u5316<\/h4>\n\n
\"\"<\/figure>\n\n
\u25b2 \u56fe\u6e90\uff1aCNW Group\/Kraft Heinz Canada\u00a0<\/em><\/h6>\n\n

\u5982\u679c\u56de\u987e\u4ea8\u6c0f\u8fd9\u4e9b\u5e74\u7684\u54c1\u724c\u8425\u9500\uff0c\u4f1a\u53d1\u73b0\u4e00\u4e2a\u6709\u8da3\u7684\u89c4\u5f8b\uff1a\u5b83\u975e\u5e38\u64c5\u957f\u4ece\u6d88\u8d39\u8005\u65e9\u5df2\u719f\u6089\u7684\u54c1\u724c\u7279\u5f81\u4e2d\uff0c\u91cd\u65b0\u6316\u6398\u503c\u5f97\u4f20\u64ad\u7684\u6545\u4e8b\u3002<\/span><\/section>
2021 \u5e74\uff0c\u4ea8\u6c0f\u4e0e\u521b\u610f\u4ee3\u7406\u516c\u53f8 Rethink \u63a8\u51fa\u4e86 Draw Ketchup \u6d3b\u52a8\uff0c\u9080\u8bf7\u4eba\u4eec\u51ed\u8bb0\u5fc6\u753b\u51fa\u81ea\u5df1\u5370\u8c61\u4e2d\u7684\u756a\u8304\u9171\u3002\u7ed3\u679c\uff0c\u8bb8\u591a\u4eba\u7684\u753b\u4f5c\u90fd\u4e0d\u7ea6\u800c\u540c\u5730\u5448\u73b0\u51fa\u4ea8\u6c0f\u7ecf\u5178\u74f6\u5b50\u7684\u6a21\u6837\u3002<\/span><\/section>
2023 \u5e74\uff0cRethink \u53c8\u4e3a\u4ea8\u6c0f\u63a8\u51fa\u4e86 Ketchup Fraud \u8425\u9500\u6d3b\u52a8\uff0c\u901a\u8fc7\u5177\u6709\u620f\u5267\u5f20\u529b\u7684\u89c6\u89c9\u753b\u9762\uff0c\u63ed\u793a\u4e00\u4e9b\u9910\u5385\u5077\u5077\u5411\u4ea8\u6c0f\u74f6\u5b50\u91cc\u704c\u88c5\u5176\u4ed6\u756a\u8304\u9171\u7684\u884c\u4e3a\u3002<\/section>
\u867d\u7136\u8fd9\u4e9b\u9879\u76ee\u7531\u4e0d\u540c\u7684\u521b\u610f\u56e2\u961f\u5b8c\u6210\uff0c\u4f46\u80cc\u540e\u7684\u601d\u8def\u5374\u76f8\u5f53\u4e00\u81f4\u3002<\/span><\/section>
\u4ea8\u6c0f\u5e76\u6ca1\u6709\u4e0d\u65ad\u53d1\u660e\u65b0\u7684\u4ea7\u54c1\u5356\u70b9\uff0c\u800c\u662f\u6301\u7eed\u5bfb\u627e\u65b0\u7684\u8868\u8fbe\u65b9\u5f0f\uff0c\u8ba9\u90a3\u4e9b\u5df2\u7ecf\u6df1\u5165\u6d88\u8d39\u8005\u8bb0\u5fc6\u7684\u54c1\u724c\u7279\u5f81\uff0c\u5728\u4e0d\u540c\u60c5\u5883\u4e0b\u91cd\u65b0\u53d8\u5f97\u6709\u8da3\u3001\u76f8\u5173\u4e14\u503c\u5f97\u5173\u6ce8\u3002<\/span><\/section><\/section><\/p>\n\n

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