- Heinz is launching a recent campaign backing its gravy offerings, the company’s largest marketing investment in the product category outside of the holiday season, per details shared with Marketing Dive. “Gravy Is The New Ketchup” is an element of a bigger “It Has to be Heinz” creative platform.
- The campaign features short online videos, creator content and a “Gravy Hot Takes” series on TikTok and Instagram. Paid media support is running across Meta, TikTok and Pinterest, in addition to through out-of-home (OOH) ads at retail points of sale. In addition, Heinz is introducing three recent vegetarian-based gravies.
- Created with agency Wieden + Kennedy, “Gravy Is The New Ketchup” goals to expand the use of gravy beyond traditional, holiday-based occasions to more on a regular basis use as a condiment on every little thing from fries to unusual picks like brownies.
Heinz is looking to make gravy the recent ketchup to close the gap between its second-largest subcategory and the iconic red condiment with which many consumers are familiar. A recent marketing initiative encourages shoppers to apply Heinz’s brown gravy offerings the same way they do its ketchup, expanding purchase occasions beyond the holiday periods that make up about 45% of Heinz gravy sales.
Nearly two-thirds (63%) of surveyed consumers already use Heinz gravy monthly, according to the announcement. The gravy-focused push complements an “It Has to be Heinz” platform that celebrates the extreme and irrational lengths Heinz adherents will go to in expressing their fondness for the brand.
“Digging into culture showed us that fans’ irrational love for Heinz extends to our gravy offerings, but many don’t repeatedly depend on the product because they don’t realize how easy and versatile it will possibly be on a day by day basis,” said Megan Lang, Heinz’s director of name communications, in a press release. “’Gravy is the New Ketchup’ leverages Heinz’s iconicity and role as the condiment category leader to encourage fans to use our gravy like they use our ketchup — on anything and every little thing.”
Heinz is boosting that “irrational love” through quite a lot of promoting channels, including online video and OOH. Paid media on Meta, TikTok and Pinterest seeks to drive awareness and trials through calls to motion and recipe inspiration, while creators will engage with “gravy-loving millennials” through comfort food content.
A series on TikTok and Instagram called “Gravy Hot Takes” demonstrates recent ways for consumers to use gravy as a condiment for fries, hot dogs and more far-fetched dishes like brownies. In one instance, the content — perhaps with tongue in cheek — steers consumers to drink the gravy from a mug or as a “meat smoothie.”
To further expand the identity 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 category.
“It Has To Be Heinz” rolled out last 12 months as Heinz’s first unified global marketing platform. The company in January debuted its largest global marketing campaign with “The Wait,” which celebrated consumers who’re willing to wait to eat slightly than dig in without its ketchup.
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