Heinz has launched a new campaign “Gravy Is The New Ketchup”.
The move is part of its marketing strategy towards promoting its gravy offerings and highlights the company’s investment in expanding in the gravy product category.
The brand aims to capture consumer attention and position its new products as an alternative to its ketchup.
The campaign includes various marketing channels featuring short online videos, creator content and a series on TikTok and Instagram. Paid media includes Meta, TikTok and Pinterest, as well as out-of-home (OOH) ads at retail points of sale.
Created with agency Wieden + Kennedy, ‘Gravy Is The New Ketchup’ is part of its larger global campaign ‘It Has To Be Heinz’ which was rolled out last year.
The new campaign encourages the use of gravy with different pairings such as fries, hot dogs and brownies. This is shown through an interactive series on TikTok and Instagram.
It aims to capture the attention of social media-savvy consumers and inspire them to incorporate gravy into their meals.
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Heinz is also introducing three vegetarian gravy categories including (Roasted Garlic + Rosemary, Caramelized Onion + Thyme and Herbs De Provence)
Megan Lang, Heinz’s director of brand communications, said: “Digging into culture showed us that fans’ irrational love for Heinz extends to our gravy offerings, but many don’t regularly rely on the product because they don’t realize how easy and versatile it can be on a daily basis. Gravy is the New Ketchup’ leverages Heinz’s iconicity and role as the condiment category leader to encourage fans to use our gravy like they use our ketchup — on anything and everything.”
The strategy involves a multi-channel advertising approach aimed at reaching and engaging with consumers across various platforms in a fun and interactive way.
By tapping into popular social media platforms and collaborating with relevant influencers, Heinz can reach its target audience and drive brand loyalty.
