As COVID restrictions eased in the second half of 2021, the number of at home meals decreased, hitting cooking sauces and pasta sauces: it fell -12,5% between 2020 and 2021.

Cash-conscious shoppers were choosing private label. Own label volumes fell at a far slower rate than branded (3.8% and 9.5%).

Own Label launches were on the rise, from 34 launches in 2019 to 46; while branded innovation was falling: in 2022, 36% fewer NPDs had been released (the lowest in a decade).

The objectives

Sales: Drive instant sales for Heinz pasta sauces, reaching a 4% Market share in the first year.

Awareness: Use creativity to stand out and drive attention to our launch in such a commoditised category

Build brand: Bring a halo effect to Heinz, helping with core brand metrics.

Consideration and trial: Increase consideration over campaign period - getting in the top #5 rank.

Recommendation: Get positive reviews.

‘Ridiculously late. Ridiculously good’, allowed us to build a dialogue with cultural events in the UK.

First, we published a letter in the British newspapers introducing the product to the audience. A completely ridiculous apology.

We then shared our strategy with The Sun and for every major event in line with our strategy, we were given heads up the day before the news was published.

We joined conversations around other events that were also late. We got ahead of the news to celebrate the first active British footballer to come out publicly as gay and the first victory of the Lionesses. And, when all brands were celebrating Queen Elizabeth’s Jubilee, we celebrated the Jubilee of her great great grandmother, Queen Victoria.

The effectiveness of the campaign was only possible because all 4 parties worked in close coordination to build creative messages in line with media and cultural context.