It was the David and Goliath of condiments. Heinz may be a household name, but when it came to mayonnaise, we were small fry.
Back in 2017, there was only one game in town: Hellmann’s. In order to challenge Hellmann’s, we needed to do something that doesn’t come naturally to a big brand like Heinz: we needed to act like the underdog.
In order to succeed, we had to break the rules. A genuinely collaborative team of Heinz, BBH and Wonderland developed and delivered a campaign that broke one accepted rule after another. We took the market leader head on—by name—in our broadcast communications. We created tons of PR around our weird and wonderful food partnerships. And we challenged food category conventions with some particularly tasty social media posts.
Our risk paid off.
Over the past two years we’ve seen our brand equity measures rocket while Hellmann’s have declined. Our household penetration has increased by 13% ; whilst 1 our market value share grew by over 50%2. Our sales revenue has...
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