Food & Drink Innovation Network ? HEINZ SAUCES LAUNCH ...

November 27th, 2012

Heinz is launching its first Christmas radio campaign for Sauces as part of a ?450k marketing drive to communicate the relevance and appeal of the portfolio during the Christmas period.

The adverts feature the familiar voices of much-loved celebrities, telling us about their favourite festive moments, accompanied by Heinz Sauces.

Breaking at the end of November, the radio campaign highlights that whatever the occasion, Heinz Tomato Ketchup, Heinz Salad Cream and Heinz Mayonnaise are an integral part of eating occasions at celebratory get-togethers with family and friends.

By building on the emotional connection that the Heinz brand aims to hold, the adverts aim to inspire consumers with different ways of incorporating their favourite sauces within their Christmas meals, ensuring that the full range is front of mind throughout the festive period.

Jane Jeffreys, Marketing Director, Heinz Sauces, said:

?The radio campaign is a great opportunity for us to reinforce our iconic Heinz Sauces portfolio which are the perfect accompaniment to Christmas food ? whether it?s a dollop of Heinz Mayonnaise in a turkey sandwich or Heinz Salad Cream to dip those sausage rolls in.

?We are confident that this high impact campaign featuring some of Britain?s favourite celebrities will remind consumers that they can enhance the enjoyment of their Christmas get togethers by using Heinz Sauces.

?This will help to reinforce the message that to make their Christmas an even better one, ?IT HAS TO BE HEINZ.?

The campaign will also be supported by digital activity on the Heinz Tomato Ketchup and Heinz Salad Cream Facebook pages with its ?12 days of Christmas? activity, following the success of last year?s campaign. Furthermore, in-store POS will be used to support the campaign.

Heinz Tomato Ketchup is the market leader with a 77.9% value share of the total Tomato Ketchup category worth ?153m.

In addition, Heinz Salad Cream has a 76.4% value share of the Salad Cream category. Heinz Mayonnaise currently has a 7.8%* value share of the mayonnaise category, boasting growth of 58% year-on year.

Related posts:

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2. HEINZ SALAD CREAM POSITIONS AS LOW FAT
3. HEINZ LAUNCHES NEW CAMPAIGN FOR ITS CLASSIC SOUP RANGE
4. HEINZ USES SPOTIFY FOR PLAYLIST CAMPAIGN ON FACEBOOK
5. HEINZ UNUSUAL KETCHUP CAMPAIGN
6. HEINZ TOMATO KETCHUP FANS GET MONEY OFF THROUGH FACEBOOK
7. HEINZ LAUNCHES NEW RANGE OF KETCHUPS IN A JAR
8. HANDY PACKS FROM HEINZ MAYO

Source: http://www.fdin.org.uk/2012/11/heinz-sauces-launch-first-ever-christmas-radio-campaign/

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