Case study – Objective: Education & understanding
After the successful launch of Seriously Good Mayonnaise in 2016, Heinz and OMD teamed up with The Telegraph for a new campaign focused on quality.
Heinz wanted to continue the momentum behind its latest product and demonstrate why it is worth paying more for good quality. The Telegraph’s quality environment and credibility when it comes to food, along with its excellent video production capabilities, huge digital, social and print reach that encapsulates the brand’s 25-44 ABC1 audience, made it the perfect partner.
The campaign launched with a high impact, bespoke barn-door format on the cover of The Telegraph Magazine. The creative showed a fridge door that opened to reveal the ingredients for the ultimate club sandwich. A bespoke online content hub also featured recipe videos with Michelin Star chef Michael Caines.
Simple and direct messages ran in MPU formats across mobile, while social posts were shared from The Telegraph’s editorial channels on Facebook and Instagram. High impact HPTOs also ran across Telegraph Food and Drink sections and a competition encouraged readers to submit their own ’mayonnaise masterpieces’ on social media.
From the high impact print launch to the [number of] video views online, we generated both stand-out and underlined our premium credentials, with results showing the campaign to be hugely successful in influencing our consumers.Martina Davis, brand manager, Kraft Heinz UK