For the first time in a decade, Kraft Heinz is launching an advertising campaign for the masterbrand as an extension of its 150th anniversary celebration. The nearly $9 million dollar investment in the UK-based advertising push will include three television video spots focused on its Tomato Soup, Beans and Seriously Good Mayonnaise products. The new ads will debut in July, August and September—respectively—and extend into digital, out-of-home, social and radio.
The first spot, 30 seconds in length, displays a woman going about her everyday life while daydreaming of Heinz. It opens with an aerial view of the lush London countryside. The camera then turns to a woman in the city riding the bus home at night. One glance at a passenger’s yellow-blonde spiked hair a few seats ahead conjures up the image of chips, (or fries) in her head. She envisions herself at home, dipping the fries in Heinz’s Seriously Good Mayonnaise as an elevator music-like jazz instrumental plays in the background. The spot concludes with the narrator declaring
It makes sense for Heinz to deploy a massive marketing push in the UK given that 88 percent of UK households purchase Heinz products. In April, the brand launched a global campaign called, “150 years of clean plates” to honor its widely-used Heinz tomato ketchup.
“Each of our ads is designed to portray real moments and represent the breadth of our products and consumers,” said Olivia Hibbert, Kraft Heinz’s director of brand building.
Kraft Heinz’s recent marketing efforts follow the company’s announcement of a $15 billion write-down which resulted in the loss of a quarter of its stock’s value. The catastrophic impairment is one of many challenges the brand faces today. From the end of 2016 to the end of 2018, Kraft Heinz’s revenues fell by $229 million, about one percent, to just over $26 billion, Fortune reported. When Kraft Heinz tried raising its prices last year, Costco refused to increase prices on some Planters products and thereby stocked its shelves with more Costco-brand nuts instead. As a result, Kraft Heinz saw a one percent net sales drop in the US.
In an interview with Wall Street Journal, Kraft Heinz CEO Miguel Patricio admitted that the brand “needs bolder marketing for its product,” pointing to the company’s recent Edchup product collaboration with Ed Sheeran.