Heinz Salad Cream rolls out radio campaign pushing low fat message

Heinz has rolled out a radio campaign for its Salad Cream brand in a bid to target health conscious consumers.

Pushing the message that Heinz Salad Cream has 60 per cent less fat than mayonnaise, Heinz is encouraging customers to make small changes instead of setting big dieting goals.

It has run across Bauer, Heart and Capital and has been supported with promoted posts on Facebook, experiential sampling, in-store POS and a limited edition label promoting the ‘60 per cent less fat’ message.

Emily Frank, senior brand manager for Salad Cream, Mayonnaise and Condiments, claimed radio has been one of the most powerful media channels for the Salad Cream brand.

" We are very excited to launch our latest campaign and hope it encourages our target audience of women aged 25-44 to choose Heinz Salad Cream to bring some Zing to their salads," she added.

The campaign kicked off 5 January and will run until the end of the month.

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Jennifer Faull

Jen Faull is deputy news editor at The Drum with a remit to cover the latest developments in the retail and FMCG sectors. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

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