Dive Transient:
- Heinz is launching a brand new marketing campaign backing its gravy choices, the corporate’s largest advertising funding within the product class exterior of the vacation season, per particulars shared with Advertising and marketing Dive. “Gravy Is The New Ketchup” is an element of a bigger “It Must be Heinz” artistic platform.
- The marketing campaign options quick on-line movies, creator content material and a “Gravy Sizzling Takes” sequence on TikTok and Instagram. Paid media assist is operating throughout Meta, TikTok and Pinterest, in addition to by out-of-home (OOH) adverts at retail factors of sale. As well as, Heinz is introducing three new vegetarian-based gravies.
- Created with company Wieden + Kennedy, “Gravy Is The New Ketchup” goals to broaden using gravy past conventional, holiday-based events to extra on a regular basis use as a condiment on all the things from fries to uncommon picks like brownies.
Dive Perception:
Heinz is trying to make gravy the brand new ketchup to shut the hole between its second-largest subcategory and the long-lasting purple condiment with which many shoppers are acquainted. A brand new advertising initiative encourages buyers to use Heinz’s brown gravy choices the identical approach they do its ketchup, increasing buy events past the vacation intervals that make up about 45% of Heinz gravy gross sales.
Almost two-thirds (63%) of surveyed shoppers already use Heinz gravy month-to-month, in response to the announcement. The gravy-focused push enhances an “It Must be Heinz” platform that celebrates the acute and irrational lengths Heinz adherents will go to in expressing their fondness for the model.
“Digging into tradition confirmed us that followers’ irrational love for Heinz extends to our gravy choices, however many don’t recurrently depend on the product as a result of they don’t understand how simple and versatile it may be every day,” mentioned Megan Lang, Heinz’s director of name communications, in an announcement. “’Gravy is the New Ketchup’ leverages Heinz’s iconicity and position because the condiment class chief to encourage followers to make use of our gravy like they use our ketchup — on something and all the things.”
Heinz is boosting that “irrational love” by a wide range of promoting channels, together with on-line video and OOH. Paid media on Meta, TikTok and Pinterest seeks to drive consciousness and trials by calls to motion and recipe inspiration, whereas creators will interact with “gravy-loving millennials” by consolation meals content material.
A sequence on TikTok and Instagram known as “Gravy Sizzling Takes” demonstrates new methods for shoppers to make use of gravy as a condiment for fries, sizzling canine and extra far-fetched dishes like brownies. In a single occasion, the content material — maybe with tongue in cheek — steers shoppers to drink the gravy from a mug or as a “meat smoothie.”
To additional broaden the id of gravy, Heinz is bowing three vegetarian varieties (Roasted Garlic + Rosemary, Caramelized Onion + Thyme and Herbs De Provence) as a part of an Herbed Gravy lineup designed to make in-roads in a meat-centric class.
“It Has To Be Heinz” rolled out final yr as Heinz’s first unified world advertising platform. The corporate in January debuted its largest world advertising marketing campaign with “The Wait,” which celebrated shoppers who’re prepared to attend to eat fairly than dig in with out its ketchup.
