Heinz set out to strengthen its position as the must-stock brand for sauces and condiments in the hospitality sector and as an essential choice for summer dining, especially BBQs. The objective was to create a campaign that would convey the message that consumers appreciate establishments that offer Heinz-branded sauces and condiments, as the brand brings a sense of trust and value. At the same time, the campaign aimed to enhance brand visibility and drive sales across both hospitality and consumer markets.
As Art Director, I was tasked with helping reinforce Heinz’s reputation as a trusted brand for consumers while positioning its sauces as essential for summer pub dining. The campaign needed to demonstrate commercial benefits to pubs and restaurants while boosting brand visibility and driving retail sales by linking Heinz to summer BBQs.
I led the creative development of the integrated “Heinz Summer Heroes” campaign targeting the hospitality sector during peak summer dining. We highlighted the commercial advantages of stocking Heinz sauces using consumer research insights and produced high-impact POS materials to engage diners and promote Heinz products. A promotional incentive offering pubs the chance to win an iPad further drove engagement and sales, strengthening Heinz’s presence in both hospitality settings and at home.
