Dive Transient:
- Heinz is launching a brand new marketing campaign backing its gravy choices, the corporate’s largest advertising funding within the product class exterior of the vacation season, per particulars shared with Advertising and marketing Dive. “Gravy Is The New Ketchup” is an element of a bigger “It Must be Heinz” inventive platform.
- The marketing campaign options brief on-line movies, creator content material and a “Gravy Scorching Takes” sequence on TikTok and Instagram. Paid media help is operating throughout Meta, TikTok and Pinterest, in addition to via out-of-home (OOH) advertisements at retail factors of sale. As well as, Heinz is introducing three new vegetarian-based gravies.
- Created with company Wieden + Kennedy, “Gravy Is The New Ketchup” goals to develop using gravy past conventional, holiday-based events to extra on a regular basis use as a condiment on all the things from fries to uncommon picks like brownies.
Dive Perception:
Heinz is seeking to make gravy the brand new ketchup to shut the hole between its second-largest subcategory and the enduring purple condiment with which many shoppers are acquainted. A brand new advertising initiative encourages customers to use Heinz’s brown gravy choices the identical method they do its ketchup, increasing buy events past the vacation intervals that make up about 45% of Heinz gravy gross sales.
Practically two-thirds (63%) of surveyed shoppers already use Heinz gravy month-to-month, in keeping with the announcement. The gravy-focused push enhances an “It Must be Heinz” platform that celebrates the intense and irrational lengths Heinz adherents will go to in expressing their fondness for the model.
“Digging into tradition confirmed us that followers’ irrational love for Heinz extends to our gravy choices, however many don’t recurrently depend on the product as a result of they don’t notice how simple and versatile it may be every day,” stated Megan Lang, Heinz’s director of name communications, in an announcement. “’Gravy is the New Ketchup’ leverages Heinz’s iconicity and function because the condiment class chief to encourage followers to make use of our gravy like they use our ketchup — on something and all the things.”
Heinz is boosting that “irrational love” via quite a lot of promoting channels, together with on-line video and OOH. Paid media on Meta, TikTok and Pinterest seeks to drive consciousness and trials via calls to motion and recipe inspiration, whereas creators will have interaction with “gravy-loving millennials” via consolation meals content material.
A sequence on TikTok and Instagram known as “Gravy Scorching Takes” demonstrates new methods for shoppers to make use of gravy as a condiment for fries, sizzling canine and extra far-fetched dishes like brownies. In a single occasion, the content material — maybe with tongue in cheek — steers shoppers to drink the gravy from a mug or as a “meat smoothie.”
To additional develop the identification of gravy, Heinz is bowing three vegetarian varieties (Roasted Garlic + Rosemary, Caramelized Onion + Thyme and Herbs De Provence) as a part of an Herbed Gravy lineup designed to make in-roads in a meat-centric class.
“It Has To Be Heinz” rolled out final yr as Heinz’s first unified world advertising platform. The corporate in January debuted its largest world advertising marketing campaign with “The Wait,” which celebrated shoppers who’re prepared to attend to eat relatively than dig in with out its ketchup.
