Heinz needed a campaign that would take Seriously Good Mayonnaise into the market, and position the product as a seriously great tasting mayonnaise.
The only thing we’re serious about is taste
Breaking through the traditional mayonnaise advertising mould, we brought to life the amazing taste of Heinz Seriously Good through the relationship it has with food - giving the brand some real personality, albeit in a very non–serious way.
At the heart of the integrated campaign was a series of highly entertaining short videos which ran through TV, digital and social. These were complemented with further creative across OOH, in-store and both digital and social media.
The creative executions brought to life the usage occasions and the 3 different products in the range. Each execution connected back to a distinct visual treatment that would clearly differentiate the Heinz Seriously Good brand from its competitors.
It was a very tasty result indeed:
- Leaped the brand to no. 2 in the category in just 12 months
- Most engaging social post ever on the Heinz Australia page
- Top 10% of global campaigns in research testing