e for the best summer ever, Heinz has launched a £3m cross-category multi-platform campaign, which aims to drive consumption and expand consumers’ sauces repertoire.The BBQ Heroes campaign draws on the emotional connection that consumers have with Heinz, ensuring that its range of sauces are front of mind, so that they know “IT HAS TO BE HEINZ” during BBQ season.
The campaign will run until September, across four sauces from the range: Heinz Tomato Ketchup, Heinz Salad Cream, Heinz Mayonnaise and Heinz Barbecue Sauce.
The new campaign will see the iconic ‘invisible bottle’ Heinz Tomato Ketchup TV advert return to screens throughout July and August.
In addition, two radio adverts supporting Heinz Tomato Ketchup Fiery Chilli and Heinz Tomato Ketchup will air across July.
The TV and radio adverts focus on how Heinz Sauces are an integral element of BBQs and al fresco dining.
Simultaneously, Heinz Salad Cream will be on air across the same period with its Bring on the Zing campaign.
Two new 30 second adverts narrated by comedian Mark Williams will evoke picnic and BBQ settings as optimum occasions on which Heinz Salad Cream will “Pamper your hamper,” and “Get those BBQ tongs wagging.”
The campaign will be supported by in store activation, which will ensure that Heinz’s BBQ Heroes create a buzz across retailer channels.
Key BBQ host foods such as fresh chicken and salad bags will be labelled with stickers indicating which of the BBQ Heroes sauces best compliment them to ensure they are front of mind for consumers.
To drive purchase across the range, Heinz is also investing heavily across convenience and independent channels, increasing visibility and brand awareness of its BBQ Heroes campaign with branded displays units, barker ends and shelf signage across 3,500 stores.
Katherine Broadley, Senior Brand Manager, Heinz, said:
“With temperatures set to sore this summer, we want to remind consumers that when they get together for barbecues or any other social eating occasions, they can enhance their enjoyment by using our iconic Heinz BBQ Heroes sauces.
“By adopting a multi-platform approach and building on the success of the previous “IT HAS TO BE HEINZ” campaigns, we are confident that shoppers will be inspired to enjoy our sauces for a great tasting summer.”
Heinz Tomato Ketchup has a 80% value share of the Tomato Ketchup category which is currently worth £161m.
The range of Heinz Barbecue sauces now account for 26.6% value and 31.6% volume of this market. A growth of 3.2 % ppt (value) and 5.6% ppt (volume).
