Heinz is set to shake up the sauces category with the launch of its new Seriously Good Mayonnaise range.
From March 2016, consumers will be encouraged to ‘upgrade their mayonnaise’ as the product hits shelves, supported with a £7m marketing investment including a fully integrated marketing campaign across TV, outdoor, PR, digital, sampling, social media and in-store.
The TV advertising campaign breaks in April 2016, revealing how everyday foods can be made ‘seriously good’ with the new Heinz mayonnaise range. The advert tells the story of a ‘seriously good’ sandwich being created, with Seriously Good Mayonnaise used as the final ingredient, ending on a key message encouraging consumers to ‘upgrade their mayonnaise’.
With mayonnaise currently the largest sector of the sauces category across Europe, showing retail sales values of £142m in the UK, Heinz aims to drive further growth into the category through its latest product innovation. Taking almost two years of extensive research to create, the Seriously Good Mayonnaise range has been developed to offer consumers great taste, quality credentials and building a new, loyal fan base.
Marketing lead for sauces in the UK Ross Longton said: “The introduction of the Heinz Seriously Good Mayonnaise range is set to be one of the biggest launches of the year from Heinz. We’ve spent the past 18 months working with over 5,000 consumers, becoming mayonnaise experts, and channelling all our learnings into creating a “seriously good” product which has been built with consumers at the heart of it. With the support of a huge investment from Heinz, we have planned a fully integrated marketing campaign to help consumers fall back in love with the mayonnaise category, whilst driving growth for our retail partners.”
In addition to TV, the fully integrated marketing campaign includes Outdoor 3D special builds of the iconic premium glass jar and a digital partnership with BBC Good Food, the UK’s biggest consumer food website. A ‘Try Our New Mayo’ label flash will also feature on over 30 million bottles of Heinz Tomato Ketchup from April – July 2016, to drive mass awareness in-store and from consumers tables. Heinz is also sampling over £1.4m ‘Squeeze Me’ sachets to drive trial and showcase the great taste of the product.
Heinz Seriously Good Mayonnaise range has no artificial colours, flavours or preservatives, differentiating it from most other mayonnaise options on the market. Consumers can choose from two varieties, Standard or Light, available in both the unique Heinz glass jar and the top down squeezy bottle.