As rumours of a three-month-long heatwave start to spread, Heinz may be on to a winner with a new £5m campaign aimed at increasing purchase of sauces for the barbecue season.
With a media spend of £5m, ‘Add a Little Magic’ encourages consumers to combine food with Heinz sauces to “magically elevate everyday meals, taking them from good to great”.
Whilst barbecue occasions have increased from just over two to nine per year over the last 10 years, one third of BBQ baskets still don’t contain a table sauce. And with the average barbecue basket spend five times higher than average, Heinz sees a real opportunity for increased spend in the sauces category during the barbecue season – and beyond.
The brand has recently made two additions to its sauces portfolio, with Seriously Good Mayonnaise and Yellow Mustard joining the range.
New commercials will see Yellow Mustard on TV screens for the first time, and the campaign will also run across social media platforms, radio and digital.
A full range of supporting POS material is available to retailers, including ‘Add a Little Magic’ gondola ends, security shrouds, host food placement, display units and in-aisle POS.
Joel Hughes, Senior Brand Manager at Heinz, said: “Although we already see sauces strongly performing during the summer months, Heinz has identified a real opportunity for retailers to upsell their range of sauces specifically around barbecue occasions.”
