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 Mayonnaise Advertiser: Kraft Heinz Entrant: BBH Principal author(s): John Harrison, BBH Contributing author(s): Lucy Cooke and Ash Anzie, Kraft Heinz, Wonderland and Starcom

What does it take to successfully launch a brand?