Heinz campaign helps sales soar

Thursday, 04 February 2010

Heinz is back on air with its "IT HAS TO BE HEINZ" TV advert. Since its launch in October 2009, the campaign has contributed towards Heinz's strong sales performance and in the last twelve weeks alone, it has seen a growth of +16.2% across its ambient category.

The campaign has ensured Heinz continues to be the principal driver of category growth across the ambient sector with Heinz Beanz gaining +7.8 volume share points in the last twelve weeks, while Heinz Wet Ambient Soup has gained +12.8 volume share points. Heinz Tomato Ketchup has also achieved its highest volume share since February 2008 with a growth of +7.1 percentage points.

These strong sales have translated into additional buyers for Heinz, with 1.8 million new house holds buying into Heinz Classic soups and 1.1 million new households for Heinz in the Bean Accompaniment sector.

Consumer loyalty has also seen a positive impact with Heinz Soup loyalty increasing by 12.3 percentage points to 71.6%.
The second burst of TV advertising will run for nine weeks and remind consumers of those key moments in life when 'It has to be' or food experiences when consumers just know that "IT HAS TO BE HEINZ".

"IT HAS TO BE HEINZ" is Heinz's biggest marketing campaign in five years and celebrates the way people perceive the country's most loved food brand. It taps into the deep connection that consumers have with Heinz, built on the trust of over 100 years of great taste and value. The campaign focuses around five products in Heinz's iconic portfolio: Heinz Beanz; Heinz Tomato Ketchup; Heinz Salad Cream; Heinz Pasta and Heinz Soup.

The £5 million campaign features creative consumer facing brand activity across TV, radio and PR. It has already been supported by intensive in-store marketing and cross category promotional activities, all of which will continue to gain momentum into 2010.

The radio campaign features some of the nation's most recognisable personalities including: Tim Healy, Noddy Holder and Maureen Lipman. It adds a product specific layer to the overall campaign and has spanned, Heinz Soup, Heinz Beanz and Heinz Sauces.

The campaign has also been hitting the headlines with Heinz offering city workers the chance to escape the cut and thrust of their work worries with the ultimate in comfort food - Heinz Beanz on toast, served up in the '"IT HAS TO BE HEINZ" café. A suggested donation of 50p per serving went towards raising money for Help a London Child.

Source: Heinz

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