Heinz has launched its biggest combined retail and foodservice campaign for five years. The 'It Has To Be Heinz' campaign will focus on the personal connections and fondness people have for the Heinz brand and aims to make the products work harder on menus in the on-trade.
The campaign is based on research carried out for Heinz by market research company Cambridge Direction, which found that consumers and chefs believe products such as Heinz Tomato Ketchup to be the 'gold standard', with no better-tasting product available.
The campaign will include competitions, product giveaways and business support including point-of-sale material such as tentcards, branded bowls, menus, sachet-holders and coasters. There will also be customer promotions aimed at driving sales such as instant-win scratchcards, buy-one-get-one-free meals and meal giveaways when key dishes are ordered.
It will focus on seven products: Heinz Tomato Ketchup, Heinz Mayonnaise, HP Sauce, Heinz Salad Cream, HP BBQ Sauce, Heinz Classic Soup and Heinz Beanz, all in a variety of formats.
Chris Cannon, head of marketing for Heinz Foodservice, said: "This report clearly shows that, on top of unique taste and appearance, there's a definite emotional connection with the brand, which caterers acknowledge is inherently important to customers.
"More than 40 per cent of pubs have seen their food sales rise in the past year [according to The Publican Food Report 2009] but this is not just down to meal deals. Pub operators have massively improved the quality of their offering, which is what 'It Has To Be Heinz' is all about.
"Offering brands customers know and trust alongside carefully put-together menus is part and parcel of this."
The initiative is backed by a consumer campaign of TV and radio adverts and consumer promotions, which launched late last year and all include the 'It Has To Be Heinz' message.
For more information visit www.heinzsight.co.uk.