IPA Effectiveness Awards 2020 Winner: Heinz [Seriously] Good Mayonnaise | SILVER

After a successful launch, the performance of Heinz Seriously Good Mayonnaise reached a plateau. A more nimble, challenger-style approach was sought. To revive mental availability and consideration, the brand changed TV strategy to increase frequency. A nationwide poster and print campaign took the market leader head on, whilst celebrating the ’Heinzeness’ of the challenger. Following a Twitter campaign to assess interest, a new product, Heinzy Saucy Sauce, was quickly launched. Another PR and social media-driven innovation, the Heinz Mayo Crème Egg, generated further interest. After the strategy shift in 2018, Heinz SGM grew UK value sales and share, outperforming the brand’s other European markets. According to two different models, incremental sales were estimated at between £ and £ in 2018-19. Agency: BBH