We made Heinz Big ‘N Chunky part of the modern man’s tribe by being where he plays, works, shops and watches sport, interacting with them and sampling product to them (leveraging improved taste) to drive affinity and positive word-of-mouth.

Debunking soup norms, we recommended a non-traditional campaign that sought to build brand preference from within these fertile environments.

We set off on the Souped Up Roadtrip, sampling piping hot Big ‘N Chunky in 72 locations over 4 months all across Australia. The tribe loved the taste, bringing new users into the category.

We closed the sales loop by offering a brand new ute in a retail promotion.

We used pub media to communicate key variants and drive product trial.

We tapped into footy tipping, the most frequented genre for males online over the soup season, to further engage through digital and social media channels.

For the first time ever, Heinz became the leader of the Chunky Soup category with market share skyrocketing to 56.8%, almost doubling its nearest competitor in Campbells Chunky (29.3%).

We successfully brought new users to the category with 61% of total volume increase in major supermarket Coles representing incremental growth. Big ‘n’ Chunky SKUs dominate: 7 of the top 10 Chunky SKUS are from Heinz and all 12 are in the top 16 of all Chunky Soups (out of 29).

Heinz Big ‘n’ Chunky now drives total Heinz Soup result, increasing Heinz total Soup market share, while Campbells declines.