HEINZ: EVERY SAUCE
Whilst Heinz is known for being experts in making Tomato Ketchup and Seriously Good Mayonnaise, they also have a delicious range of 14 Flavoured Sauces, flavoured mayonnaise and flavoured ketchups, from Garlic and Burger Sauce to Truffle Mayo and Pickle Ketchup.
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However, despite having such an extensive range, awareness and penetration of Heinz Sauce Flavours is significantly lower when compared to their core products, with many UK consumers not even aware that Heinz has anything beyond Ketchup & Mayonnaise. Coupled with this, sauce flavours are growing in popularity, particularly amongst younger consumers. So we wanted to develop a disruptive campaign to help put the full range of Flavours on the map amongst this younger target audience (18-44); to bring awareness and excitement to this unknown range of delicious flavours.
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To prove our obsession with sauces, and create excitement around the full Flavours range, we decided to do what we do best at Heinz - create another sauce. Introducing Every Sauce.
Unlikely unlike any sauce before it, it combined not one, not two, but 14 delicious sauces making up the Heinz Flavours range. The ‘Holy Grail’ of sauces.
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Every Sauce grew from a clever piece of advertising to a viral hit that captured the internet’s appetite. Although this was a UK campaign, such was the success of Every Sauce that it could not be contained, and it attracted global attention.
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The campaign was a huge success on Heinz’s owned social media channels: Every Sauce blew the usual benchmarks out of the water, generating over 3.5M impressions across 16 social posts with more than 226K engagements.
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The campaign’s true success lies in the earned media it generated. The campaign created over 200M global media impressions featuring in a host of UK and US publications, including Hypebeast and Trend Hunter, and features on broadcasters such as ABC, NBC, CBS & FOX. Perhaps the ultimate proof of a transatlantic breakthrough; Every Sauce had its own segment on the popular ‘The Late Show’ with Stephen Colbert.
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That’s not all, the competition giveaway generated 62,000 sign-ups for only 100 products - the demand was through the roof. We know this interest was real, because we saw some winners listing their prize on eBay for as much as £800 a piece.
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In terms of sales, Heinz Flavours volume has grown 9.6% YOY. What began as a campaign to create more awareness for an unknown range of sauces not only delivered on what it set out to achieve but truly became something much more impactful.
