Heinz is out to shake up the sauces category with the launch of its new Seriously Good Mayonnaise range.
From March, consumers will be encouraged to ‘upgrade their mayonnaise’ as the product hits shelves, supported with a £7m marketing investment that takes in TV, outdoor, PR, digital, sampling, social media and in-store activity.
The TV advertising campaign breaks in April. The advert tells the story of a ‘seriously good’ sandwich being created, with Seriously Good Mayonnaise used as the final ingredient, ending on a 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. Taking almost two years of extensive research to create, the Seriously Good Mayonnaise range has been developed to offer consumers “great taste and quality credentials”.
Ross Longton, Marketing Lead for Sauces in the UK, commented: “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. 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 marketing campaign also includes outdoor 3D special builds of the premium glass jar and a digital partnership with BBC Good Food. A ‘Try Our New Mayo’ label flash will also feature on over 30m bottles of Heinz Tomato Ketchup from April to July. Heinz is also sampling over £1.4m ‘Squeeze Me’ sachets to drive trial and showcase 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 a glass jar and top-down squeezy bottle.
