Heinz has launched its first cross-category advertising campaign in a bid to drive sales of its sauce products.
The GBP3.5m (US$5.6m) marketing initiative carries the tag line “for a summer to celebrate, it has to be Heinz” and the company said that it hoped to build on the success of its “it has to be Heinz” programme.
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The initiative will focus on Heinz Tomato Ketchup, Heinz Salad Cream, Heinz Mayonnaise and Heinz Barbecue Sauce and will air in a new TV and radio campaign running from today (2 May) until the end of August. In-store activity will also commence in May.
“This is a great opportunity for us to reinforce our iconic Heinz Tomato Ketchup and Heinz Salad Cream brands, whilst showcasing our delicious Mayonnaise brand and newly launched Heinz Barbecue Sauce varieties,” Ian McCarthy, Heinz marketing controller, cold sauces and other hot sauces, said.
“With so many exciting events happening 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 Heinz Sauces. We all know that ‘For a summer to celebrate, it has to be Heinz’.”
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