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BBQ Heroes Celebrated For Summer Reminder That IT HAS TO BE HEINZ
With Britain on course for the best summer ever, market leader Heinz has launched a £3m cross-category multi-platform campaign, which aims to drive consumption and expand consumers’ sauces repertoire.
The BBQ Heroes campaign draws on the emotional connection that consumers have with Heinz, ensuring that its range of sauces are front of mind, so that they know “IT HAS TO BE HEINZ” during BBQ season.
The campaign will run until September, across four sauces from the range: Heinz Tomato Ketchup, Heinz Salad Cream, Heinz Mayonnaise and Heinz Barbecue Sauce.
The new campaign will see the iconic ‘invisible bottle’ Heinz Tomato Ketchup TV advert return to our screens throughout July and August. In addition, two radio adverts supporting Heinz Tomato Ketchup Fiery Chilli and Heinz Tomato Ketchup will air across July. The TV and radio adverts focus on how Heinz Sauces are an integral element of BBQs and al fresco dining.
Simultaneously, Heinz Salad Cream will be on air across the same period with its Bring on the Zing campaign. Two new 30 second adverts narrated by comedian Mark Williams will evoke picnic and BBQ settings as optimum occasions on which Heinz Salad Cream will “Pamper your hamper,” and “Get those BBQ tongs wagging.”
The campaign will be supported by in store activation, which will ensure that Heinz’s BBQ Heroes create a buzz across retailer channels. Key BBQ host foods such as fresh chicken and salad bags will be labelled with stickers indicating which of the BBQ Heroes sauces best compliment them to ensure they are front of mind for consumers.
To drive purchase across the range, Heinz is also investing heavily across convenience and independent channels, increasing visibility and brand awareness of its BBQ Heroes campaign with branded displays units, barker ends and shelf signage across 3,500 stores.
Katherine Broadley, Senior Brand Manager, Heinz, comments: “With temperatures set to sore this summer, we want to remind consumers that when they get together for barbecues or any other social eating occasions, they can enhance their enjoyment by using our iconic Heinz BBQ Heroes sauces.
“By adopting a multi-platform approach and building on the success of the previous “IT HAS TO BE HEINZ” campaigns, we are confident that shoppers will be inspired to enjoy our sauces for a great tasting summer.”
Heinz Tomato Ketchup has a 80% value share of the Tomato Ketchup category which is currently worth £161m. The range of Heinz Barbecue sauces now account for 26.6% value and 31.6% volume of this market. A growth of 3.2 % ppt (value) and 5.6% ppt (volume).
Walls Heritage Features In Pork Pie Image Makeover
Kerry Foods is giving its range of Wall’s savoury pastries a packaging makeover to increase shelf standout and drive new sales.
Focusing on celebrating Wall’s famous Heritage, Taste and Quality, the new packaging is being rolled out to chillers now to also celebrate exciting new additions to the range, as well as great improvements to old favourites.
The new, higher quality packaging features an enhanced and even bolder version of the famous Wall’s logo, paying homage to Wall’s foundation in 1786 by Thomas Wall in London’s St James’ Market, while the great taste credentials of the Wall’s pastry range are celebrated with attention grabbing photography and product windows to show off the high quality food inside.
Richard Tyler, customer marketing controller at Kerry Foods said: “Food to go is the fastest growing shopper mission in convenience and pastry is the category’s second biggest performer, so it’s absolutely vital that a beacon brand like Wall’s – the number one pork pie and number one sausage roll brand – keeps driving momentum to support that growth.
“Research shows that quality is the single most important influencer for the food to go shopper, while chilled shoppers want the reassurance that famous, trusted and quality brands bring.
“As well as leading the way in grocery, Wall’s pastry is also the fastest growing brand in convenience and the new look across our range will help to further reinforce Wall’s quality credentials and keep driving sales across our range during key sales periods such as the World Cup and beyond.
“We are also confident our new additions and improvements will help to continue growing interest and, ultimately, new sales for retailers.”
New to Wall’s pastry line up is two Mini Pork Pies, featuring two 50g pies designed for snacking and sharing (RSP: £1.69), while Wall’s best-selling sausage roll offering gets even more filling in a new 150g Jumbo format (RSP: £1.89) and will be available exclusively through Kerry Foods’ Kerryfresh direct delivery service.
Meanwhile, Wall’s Cornish Pasty (RSP: £2.00; 240g) gets a new improved recipe and features a special Protected Geographical Indication on-pack flash to celebrate its official status as a ‘Genuine Cornish Pasty’.
Wall’s pastry portfolio will also benefit from the halo effect of a new £1.5m integrated marketing campaign for Wall’s sausages this summer, while the updated pastry range will be supported with bright and vibrant POS materials, including shelf edge strips, barkers and posters celebrating ‘Great British Pastry with Wall’s’.