Heinz Watties NZ - A Seriously Good Launch

Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market share.

Heinz Watties NZ – A Seriously Good Launch

Category: New Product or Service IntroductionAgency: OMDAdvertiser: Heinz Watties NZ

SUMMARY

Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market share.

But it was not going to be easy for Heinz to steal Best Foods “foodies” customer base.

The campaign strategy sought to find a key influencer who the target would respect, and place them at the heart of the communications programme to quickly establish SERIOUSLY...

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