Heinz squeezes out £4.2m just in time for first BBQ pan-European push
Heinz is launching a £4.2m pan-European advertising campaign, firing the starting gun on its annual push to capitalise on the rise in people having BBQs.
The Heinz “BBQ Heroes” push updates last year's concept albeit with its first TV ads and weightier social media support. It launched this week and will run through to the end of summer as well as in Europe for the first time.
TV ads will play up the taste of the sauces, encouraging consumers to use them for BBQs. Other ads will offer tips on how to use the condiments as a marinade as well as push its two chilli sauce variants – Peri Peri and Sweet Chilli.
Through in-store support, shoppers are also urged to purchase across difference sauce sectors with Heinz looking to grow the wider category off the back of the campaign
Heinz hopes the ad push will give it a strong footing for the summer, which saw sales increase 16 per cent last year, according to Kantar. Additionally, sauces are present at 33 per cent of BBQs, according to Kantar research cited by the food maker.
Chris Isaac, brand manager at Heinz, commented, “The BBQ season is all about the freedom to make personalised choices to liven up dishes. 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 BBQ products, allowing them the chance to tailor each and every BBQ meal, turning it from good to great.”