Heinz [Seriously] Good Mayonnaise takes on Hellmann’s

Heinz [Seriously] Good Mayonnaise is ramping up its marketing investment this month as it takes on the category with a bold, very brazen new campaign – and calls out rival Hellmann’s Mayonnaise. Designed to highlight the brand’s latest ‘game on’ approach, Heinz [Seriously] Good Mayonnaise is stepping up with a disruptive OOH and print media campaign, which launches on 19th July. The campaign will highlight the brand’s success since launch, and reference competitor Hellmann’s Mayonnaise, which is currently underperforming and in -11.6% decline in value sales (-£884K)[1]. Hellmann’s Mayonnaise share has dropped -9pts from 63% to 54%[2].

With the strapline ‘As Smooth as Hellmann’s, Only Heinzier’, the campaign reflects consumers’ love for Heinz brands and products, which are trusted household names delivering on both taste and quality. The campaign highlights the qualities that consumers have come to love about Heinz products over the years, and how [Seriously] Good Mayonnaise is the latest product to capture the loyalty of consumers in this manner.

Since its launch in 2016, Heinz [Seriously] Good Mayonnaise has achieved 18.6% value share of the mayonnaise category[3]. Having increased in value sales +98% vs YA, which represents an additional £1.1 million in value sales[4],

Heinz [Seriously] Good Mayonnaise has contributed 87.1% of recent category growth to boost overall category value by 5.3% in the last 12 weeks[5].

In the latest 12 weeks, Heinz [Seriously] Good Mayonnaise has reached more than two million households[6]. Figures show that without Heinz [Seriously] Good Mayonnaise’s performance, the category would be in decline.

Martina Davis, Sauces senior brand manager at Kraft Heinz, commented: “This is a significant move for Heinz [Seriously] Good Mayonnaise, and represents the exceptional performance of the brand since its launch just over two years ago. Kraft Heinz has really stepped up to the mark with this campaign and we expect it to put Heinz [Seriously] Good Mayonnaise one step ahead of Hellmann’s, and at the forefront of consumers’ minds. Not only will the disruptive campaign help to further drive category growth, it will encourage the reappraisal of shoppers’ Mayonnaise brand of choice. Consumers instinctively know when it’s Heinz sauce – they also know that nothing else will do and the same now goes for mayonnaise as well!”

Last year, Kraft Heinz won the condiment category at The Grocer New Product Awards with Heinz [Seriously] Good Mayonnaise.

  • Campaign media spend will be £0.65 million across OOH and print media

[1] Nielsen Scantrack, Grocery Mults, 4 week data to 16.06.18 vs YA

[2] Nielsen Scantrack, Grocery Mults, 4 week data to 16.06.18 vs YA

[3] Nielsen Scantrack, Grocery Mults, 4 week data to 16.06.18

[4] Nielsen Scantrack, Grocery Mults, 4 week data to 16.06.18 vs YA

[5] Nielsen Scantrack, Grocery Mults, 12 week data to 16.06.18 vs YA

[6] Kantar Worldpanel, 12 w/e 17.06.2018