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

IPA Effectiveness Awards Case Study 2020

After a successful launch, the performance of Heinz Seriously Good Mayonnaise reached a plateau. A more nimble, challenger-style approach was sought. To revive mental availability and consideration, the brand changed TV strategy to increase frequency. A nationwide poster and print campaign took the market leader head on, whilst celebrating the 'Heinzeness' of the challenger. Following a Twitter campaign to assess interest, a new product, Heinzy Saucy Sauce, was quickly launched. Another PR and social media-driven innovation, the Heinz Mayo Crème Egg, generated further interest. After the strategy shift in 2018, Heinz SGM grew UK value sales and share, outperforming the brand’s other European markets. According to two different models, incremental sales were estimated at between £12.3m and £16.1m in 2018-19.

The impact we have seen as a result of the activity on Heinz [Seriously] Good Mayonnaise, in terms of both commercial and brand growth, has already provided valuable learning across Kraft Heinz. It has provided an invaluable case study on different ways to achieve the common key objectives of talkability and saliency, especially – • How embracing a challenger mindset ensures you don’t fall into the tropes of the category in how and what you communicate • The potential of earned media to cut-through in an extremely disruptive and engaging way • The role of channel selection, and how taking the battle to a different media can drive cut-through and give the appearance of dominance From a Heinz SGM specific point of view, sharing the positive consumer engagement and reaction to the comms with the trade has helped us gain traction with growing the brand in store, as this continues to be a key strategic priority for our sauces business.

Lucy Cooke, Brand Manager
Kraft Heinz