Heinz Watties NZ – A Seriously Good Launch
Category: New Product or Service IntroductionAgency: OMDAdvertiser: Heinz Watties NZ
Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market share.
But it was not going to be easy for Heinz to steal Best Foods “foodies” customer base.
The campaign strategy sought to find a key influencer who the target would respect, and place them at the heart of the communications programme to quickly establish SERIOUSLY...