Heinz set out to strengthen its position as the must-stock brand for sauces and condiments in the hospitality sector and as an essential choice for summer dining, especially BBQs. The objective was to create a campaign that would convey the message that consumers appreciate establishments that offer Heinz-branded sauces and condiments, as the brand brings a sense of trust and value. At the same time, the campaign aimed to enhance brand visibility and drive sales across both hospitality and consumer markets.
The challenge was twofold: to reinforce Heinz’s reputation as a trusted brand for consumers, while establishing its range of sauces and condiments as indispensable to the summer Pub dining experience. On the B2B side, the campaign needed to demonstrate the commercial advantages of stocking Heinz products for pubs and restaurants, driving sales by associating the brand with summer dining and outdoor gatherings. Simultaneously, the B2C approach needed to enhance brand visibility driving consumer purchases at the retail level by creating strong associations between Heinz and the summer BBQ season. Achieving this required a unified, impactful presence across various consumer and hospitality touchpoints.
To bring “Heinz Summer Heroes” to life, an integrated campaign was developed specifically to target the hospitality sector during the peak summer dining season. For the B2B aspect, the campaign highlighted the commercial benefits of stocking Heinz sauces in pubs and restaurants, leveraging consumer research that showed the appeal of Heinz-branded condiments. High-impact POS materials were created to engage diners, promote the presence of Heinz sauces, and encourage increased condiment usage. A promotional incentive was also introduced, offering pubs the chance to win a new iPad, further driving engagement and sales. This approach built consumer awareness and strengthened Heinz’s presence in summer dining, both in hospitality settings and at home.
