French’s going up against the ketchup giant, Heinz, and another well entrenched brand in the President’s Choice ketchup. As such, French’s is facing some significant challenges as it expands into and attempts to gain significant share of the Canadian market.

Suggest a revised pricing and communications strategy that will help them to succeed in this expansion. Consider how French’s can move forward to present its ketchup, which may stimulate greater demand pull from the Canadian population.