Heinz: Ridiculously Late, Ridiculously Good

Heinz, a pasta sauce brand, launched its new tomato pasta sauce in the UK to bring awareness, increase consideration, and drive instant sales, reaching a 4% market share.

Campaign details

Brand: Heinz Brand owner: Kraft Heinz Company Entrant company: Wunderman ThompsonIdea creation: Carat London Market: United Kingdom Sector: Convenience, readymade Media channels: Outdoor, Out-of-home, Point-of-purchase, In-store, Television & Connected TV, Social mediaBudget: 1 - 3 million

Executive summary

Heinz is an iconic brand. It has been a tomato sauces world leader for 150 years, without producing a tomato pasta sauce before in the UK. When it came to pasta sauces, Heinz was late, ridiculously late.

To offset the long...

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