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Magazines are magic ingredient for Heinz (Seriously) Good Mayonnaise

Heinz logo
“We believe in the superior quality of our product and BBC Good Food’s superior culinary credentials”
Nuno Martins, Digital Associated Director, OMD
HEINZ

THE CAMPAIGN

Heinz (Seriously) Good Mayonnaise and BBC Good Food were an obvious media match – the challenge was to create content that would shift perceptions of how their mayonnaise could be used.

Achieving cut-through in a cluttered short-form food environment needed a new idea to set Heinz apart. Imagine, Immediate’s creative and content studio, created videos where viewers saw the finished dish first and then deconstructed it to reveal Heinz (Seriously) Good Mayonnaise as the key ingredient. This played perfectly into the brand message “Good food starts with Heinz”.

With an audience of 11 million foodies, BBC Good Food could put the videos in front of a premium, relevant and engaged audience across their digital and social channels. The campaign also included print to add additional credibility and experiential events to bring the consumer closer to the brand.

'Upgrade Your Mayonnaise' smashed engagement targets – but more importantly perceptions, purchase consideration and brand advocacy measures were all beaten.

THE RESULTS

Post campaign analysis showed that consumers viewed Heinz mayonnaise as a brand that...

  • 'is worth paying more for' +159%
  • 'is the best tasting' +128%
  • 7-in-10 consumers who recalled the campaign stated they would consider buying Heinz Mayonnaise next time they went shopping
  • 54% of people who recalled the campaign stated they are likely to recommend Heinz (Seriously) Good Mayonnaise to friends and family

Across the Immediate Food Network the campaign was seen by:

  • 70,500 unique users
  • 2.2M Social Media Reach
  • 450,000 social video views

On Heinz channels:

  • 39.4m impressions
  • 9.7m Views

*to see more Heinz (Seriously) Good Mayonnaise videos click here