Heinz has unveiled a refreshed £4.2m campaign to promote its range of sauces during the barbecue season. The Heinz BBQ Heroes campaign launches on April 27th and will run right through to the end of summer. The campaign will also roll out across Europe for the first time.
Returning for a second year, the 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 an attempt to drive relevance and taste appeal of Heinz sauces by aiming to inspire consumers to use Heinz sauces at the barbecue 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.
Heinz says the range offers consumers versatility and the opportunity to experience new tastes during the up-coming barbecue season. Sauce sales increase by 16% over the summer months, and the campaign is the brand’s response to this. The range includes Tomato Ketchup, Salad Cream and Classic BBQ, as well as new varieties such as Peri Peri Chilli Sauce and Sweet Chilli Sauce.
Chris Isaac, Brand Manager at Heinz, commented, “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 barbecue products, allowing them the chance to tailor each and every barbecue meal, turning it from good to great.”
Isaac concluded: “Through strong in-store support, we are encouraging shoppers to purchase across difference sauce sectors to grow the category during the key season.”
