Heinz Tomato Ketchup had long been the market leading premium sauce brand and had traditionally driven the sauce sales sector.
Following the launch of a competing product from a rival brand trading on it's strengths in another category, Heinz looked to protect its premium position with consumers via ATL and BTL strategies, emphasising the brands heritage and key USP's. Our brief was to create an opportunity for consumers to reappraise Heinz Tomato Ketchup, and increase consumer understanding of Heinz's commitment to premier ingredient selection.
By extending and amplifying the ATL message, communicate the products unique selling points BTL.
