Heinz or just tomatoes?

Hey folks,

One of my favorite brands is Heinz, and so is their copywriting. They really turn heads with their copy. Even some restaurants use just the bottle of Heinz but fill it with some other brand's ketchup. That's brand building at the next level.

In today's edition, we will cover one copywriting example of Heinz and a marketing secret from Starbucks. Even though I don't drink it. Their marketing and branding are customer-retaining.

Now, shall we start?

Let’s Write. Let’s Attract.

Copywriting Example

Heinz

"No one grows ketchup like Heinz."

Heinz doesn’t just sell ketchup. They own it. They sell their story. This simple line does more than make a claim. It turns ketchup into something only they can do right.

Why It Works:

Implicit Superiority
→ They don’t say they’re the best. They make it sound like there’s no competition.

Storytelling Through a Single Line
→ “Grow” makes you picture ripe tomatoes, careful farming, and quality. Instant imagery.

Confidence Without the Hype
→ No “#1 ketchup” or “best in the world.” Just a calm, absolute truth.

Takeaway: The best copy doesn’t need to shout. A well-crafted sentence can own a category without a hard sell.

Marketing Secret

The Starbucks Ritual Effect

You don’t go to Starbucks just for coffee. You go for the ritual.

The morning pick-me up. The warm cup in your hands. Your name (sometimes hilariously misspelled) on the side. That first sip that signals, "Alright, let’s do this."

It’s not just caffeine. It’s a habit, a moment of comfort, a daily tradition millions swear by.

And yes, how can we forget the laptop flexing?

Why It Works:

Psychological Ownership
→ When your name’s on it, it’s yours. A small touch that deepens emotional connection.

Consistent Experience
→ No matter where you go, Starbucks feels the same. People love familiar rituals.

Premium Perception
→ Fancy names, customizations, and a personal touch make it feel more than just coffee.

How to Use It:

Find the small habits your customers enjoy, then reinforce them. Make your brand a ritual, not just a product.

→ Can a local business do this? 100%. Find the micro-moments that make customers feel special—personal greetings, signature packaging, small rewards. Build habits, not just transactions.

Your turn.

What’s a genius marketing move you’ve seen recently? Reply, I’m listening.

Loved this? Share it with a fellow marketer (helps me keep these coming :)).

See you next Saturday,

Alen..