Heinz is set to launch a new radio advertising campaign for its market leading Salad Cream, leveraging the success of the umbrella campaign “IT HAS TO BE HEINZ”. On air from July, the two strands of the campaign feature British comedian and star of ‘The Fast Show’ Arabella Weir and ‘Gavin & Stacey’ star Joanna Page.
The adverts form part of a £1m marketing campaign for the iconic brand and supports the permanent roll out of the 66% less fat label, following the success of its trial launch in January 2010.
Designed by AMVBBDO the first advert features Arabella Weir and reminds consumers that during the holiday season, when we are all conscious of what we look like on the beach, Heinz Salad Cream contains 66% less fat than mayonnaise.
The second advert, voiced by Joanna Page, highlights those little extras that make life great, including having a biscuit with a cup of tea, finding a fiver in your pocket or a big dollop of Heinz Salad Cream on your jacket potato. Both adverts demonstrate the versatility of Heinz Salad Cream and connect with female consumers.
“We received great feedback from our 66% less fat label”, comments Lynsey Hurst, Senior Brand Manager, Heinz Salad Cream. “Consumers were shocked by how much less fat salad cream has than mayonnaise and as a result decided to make the label a permanent feature. The new advertising will remind consumers that “IT HAS TO BE HEINZ” during the summer season and will reassure them that they can carry on enjoying one of their favourite treats!”
Heinz Salad Cream is the clear market leader with a 81% value share of the £58 million salad cream market.
“As market leader of the £686 million sauces category, Heinz is dedicated to looking for new ways to drive value in the sauces category,” continues Lynsey Hurst. “We know that Heinz Salad Cream is extremely popular during the summer months and this exciting campaign is further evidence of our commitment to the category and our retail partners.”