This summer, Heinz unveils a refreshed £4.2m campaign to promote its unrivalled range of sauces during the BBQ season.
Returning for a second year and launching in April to maximise the full BBQ season, the Heinz BBQ Heroes campaign has increased its promotional spend from last year to include television adverts for the first time as well as an increased social media presence. The key focus for the 2 x 20 second television adverts supporting the launch is to drive relevance and taste appeal of Heinz sauces by inspiring consumers to use Heinz sauces at the BBQ occasion.
The advertising will provide tips on how to use Heinz sauces as a marinade and highlight two products within its chilli sauces range – Peri Peri and Sweet Chilli, to make BBQs brilliant.
The mouth-watering BBQ Heroes range offers consumers versatility and the opportunity to experience new tastes during the up-coming BBQ season. Sauce sales increase by 16% over summer months (Kantar 2 year data to we.01.01.2015*) and as a direct response to this Heinz is set to capitalise its sales with this campaign. The range includes the much-loved classics such as Heinz Tomato Ketchup, zingy Heinz Salad Cream and full flavoured Heinz Classic BBQ, as well as new adventurous varieties such as the refreshingly spicy Heinz Peri Peri Chilli Sauce and Heinz Sweet Chilli Sauce which will add a kick to the nation’s favourite BBQ foods. Sauces are present at 33% of BBQ occasions which is seven times more likely than the average meal occasions, (Kantar, February 2015). The campaign also offers great marinade suggestions to really bring out flavours, helping Brits host their tastiest BBQs yet.
The Heinz BBQ Heroes campaign is set to launch on April 27th 2015 and will run right through to the end of summer. The campaign will also roll out across Europe for the first time.
Chris Isaac, Brand Manager at Heinz, commented, “The BBQ season is all about the freedom to make personalised choices to liven up dishes. Our BBQ Heroes campaign encourages consumers to enjoy their food in their own way through exploring refreshing taste combinations. Heinz offers consumers a diverse range of BBQ products, allowing them the chance to tailor each and every BBQ meal, turning it from good to great.”
“Through strong in-store support, we are encouraging shoppers to purchase across difference sauce sectors to grow the category during the key season.”
*Kantar 2 year data to 4 w.e. 04.01.2015 divided into 20 weeks of summer and 32 weeks of winter. Average 4 weekly volume sales in summer vs. winter