Building loyalty within foodservice.
Heinz

Task

Eight out of 10 pubs believe stocking Heinz and HP bottle sauces improves the look and feel of their food area. Heinz identified that a table-top caddy could drive loyalty to their sauces and asked us to create a campaign that would drive the range within the independent pub/casual dining sector.

What we did

Utilising our experience within food service, we developed an integrated trade campaign that included advertising, direct mail to 12,000 independent pubs, PR and supporting sales promotions. The hero creative was superbly stylish to ensure stand-out within our media choices but also to reflect the overall campaign messaging that we built.

Impact

The campaign was a huge success with over 90% awareness of Heinz merchandisers. 17,000 incremental cases sold (25% over target), together with a redemption of 6.2% on free-caddy offer. PR reached an audience of 499,653 with a 4:1 ROI. The campaign was nominated in four categories at The Grocer Advertising, Marketing and PR Awards.

ROI
4:1
Reach
500K
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