Campaign details
Brand: Heinz [Seriously] Good MayonnaiseAdvertiser: Kraft HeinzEntrant: BBHPrincipal author(s): John Harrison, BBHContributing author(s): Lucy Cooke and Ash Anzie, Kraft Heinz, Wonderland and Starcom
What does it take to successfully launch a brand?
There are lots of IPA case studies that demonstrate best practice on how to launch a new brand – especially new FMCG brands. In fact the first ever IPA Effectiveness Grand Prix awarded in 1980 was for the launch of Krona margarine. Since then there have been 26 gold, silver or bronze winning papers that focus on...