Heinz Launches Major Digital Campaign
The Heinz brand is set to unveil its biggest UK digital and social media campaign, called Secret Ingredient. The seven-figure promotional venture has the goal of inspiring people to use Heinz ketchup in classic homemade dishes.
Heinz Marketing Manager, Ian McCarthy, commented, "The Secret Ingredient campaign is all about changing consumer behaviour and increasing engagement. Digital lets us do that at a deeper level, while the interactive element helps embed this change in consumer behaviour; things you wouldn't get through other media."
The campaign will be fronted by Michelin-starred celebrity chef Paul Rankin. The Heinz.co.uk/secretingredient website will feature interactive recipe videos in which viewers must find the secret ingredient in Rankin's kitchen in order to win prizes.
Heinz will be working in partnership with the UK's leading supermarkets to drive their promotion. The Asda site will host videos of Rankin talking directly to its online customers, while Sainsbury's and Tesco will run online display ads. Recipe cards will also be distributed at Morrison's and Sainsbury's to drive people to the Heinz site.
In addition, the campaign will run on Facebook and selected radio stations.