How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

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...

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