A celebrity chef and integrated branded content

HEINZ
TOMATO KETCHUP
& BAUER MEDIA
A celebrity chef and integrated branded content
across Closer, Magic and Bauer City Network
helped this campaign cook up a storm!
Brand awareness/engagement • drive purchase/consideration • change perception
BRAND PERCEPTIONS
OF HTK WERE
SIGNIFICANTLY
HIGHER AMONG
THOSE WHO
RECALLED THE
CAMPAIGN
THE CHALLENGE
Heinz Tomato Ketchup (HTK) needed to drive frequency of use among existing
consumers by communicating itself as an alternative cooking ingredient. A key part
of the brief was to introduce HTK as the helping hand to make easy, great-tasting
family favourite recipes.
OUR APPROACH
HTK wanted to do something fresh and different that involved encouraging people to
reappraise the way in which they currently consumed the brand. We also wanted a
brand ambassador, someone who our consumers related to and who could provide a
focal point to the campaign.
THE IDEA
RESULTS
64% of Bauer consumers were exposed to an element of
the campaign
95% brand favourability towards Heinz for website
consumers exposed to the campaign
Brand perceptions of HTK were significantly higher
among those who recalled the campaign, especially
those that were exposed to the campaign on more
than one media platform
Future purchase intent was significantly higher than
those unexposed to the campaign (94% vs 87%)
Brand perceptions of HTK were significantly higher among those who recalled the campaign,
especially those that were exposed to the campaign on more than one media platform
Closer’s access to columnist and celebrity cook Nadia Sawalha enabled us to use
her to front the campaign and provide perceived endorsement of HTK. With Nadia
central to the campaign, Heinz Tomato Ketchup branded content was created
across key Bauer brands – Closer, Magic and the Bauer City Network – while
social media platforms created interest and engagement online.
EXECUTION
In Closer, Nadia featured in a series of double-page spreads and column advertorials,
showcasing a number of recipes with ‘the secret ingredient she uses in every dish’.
This was a great way of giving readers ideas of how to incorporate tomato ketchup
into everyday family cooking, with Nadia giving her endorsement to the recipes.
On radio, copy voiced by Nadia was broadcast across the Bauer City Network and
Magic to create interest and excitement about the Heinz ‘Secret Ingredient’ campaign,
driving listeners to the Heinz website to win a culinary holiday and to find out about
more recipes. In addition, presenters informed listeners that street teams from the
stations would be in their local areas, giving them a chance to win cash and a Heinz
‘Secret Ingredient’ hamper.