Heinz pits red vs brown in new campaign to raise awareness of its iconic table sauces

To combat a fall in both ketchup and brown sauce sales, Heinz is utilising its Tomato Ketchup and HP Sauce brands for a new campaign, which pits the two condiments up against one another.

Kicking off this week, the Red vs Brown campaign will encourage consumers to place their votes online as Heinz aims to spread awareness of the two iconic table sauces.

The multimedia campaign will be promoted heavily through Facebook, Twitter and mainstream radio stations while a live online map will track which regions prefer red or brown. Participants will also be entered into a prize draw.

The campaign will utilise in-store activation points at supermarkets including Morrisons, which will host 3D toby boards, front of store displays and point of sale display material to promote the campaign and drive visits to its website.

“It has long been a debate at the dinner table but now, we’re set to find out who really comes out on top in the battle of red vs brown,” said Shane Shortman, senior brand manager at HP Sauce. “We’re calling on consumers from across the county to log on to RedVsBrown.co.uk to have their say.”

The campaign looks like a timely opportunity to raise brand awareness for Heinz. Over the last year its brand index rating, which averages out consumer’ perception of quality, value and reputation, has fallen 4 percentage points to 41.2, according to YouGov’s Brand Index.

Over the same period, HP Sauce, meanwhile, has also seen a fall in its index score by 1.5 percentage points. However, despite the respective falls, the Heinz and HP brands remain 1st and 4th when it comes to the 30 biggest dried ambient food brands.

Last year, sales of the fry up favourite HP Sauce plummeted 19%, according to Mintel, while total sales of ketchup fell 3% from £178 million to £173 million.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here