Heinz: How [seriously] good marketing turned a featherweight into a contender

Heinz, a food processing company, promoted its mayonnaise in the UK by launching a series of OOH billboards that directly called out its competitor, Hellmann's.

Executive summary

It was the David and Goliath of condiments. Heinz may be a household name, but when it came to mayonnaise, we were small fry.

Back in 2017, there was only one game in town: Hellmann's.

In order to challenge Hellmann's, we needed to do something that doesn't come naturally to a big brand like Heinz: we needed to act like the underdog.

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