#BBQHeroes: here to save your BBQ
BBQ season is nearly upon us. And what better way to enjoy your (chargrilled, in my case) burger with a dollop of Heinz Tomato Ketchup?
For many of us all over the country, Heinz sauces transform a good BBQ into a great one. Smothered over our sausages and burgers, they are the heroes of outdoor summer cooking. It was with this in mind that we created #BBQHeroes, a campaign for people to celebrate their favourite Heinz sauces this BBQ season.
All the way through summer, we’ll be posting visual content and short-form videos to spark conversation with existing Heinz Tomato Ketchup fans across Europe, encouraging them to expand their BBQ repertoire.
And it’s not just lovers of tomato sauce that we’re looking to reach – we want the social community to experiment with Heinz’s wide range of sauces, such as Peri Peri and Sweet Chilli, which we’ve also been raising awareness of, primarily on Facebook.
As the Heinz sauce range and brand life stage vary per country, the challenge was to come up with an over-arching idea and consistent look and feel that could be adapted for local market use.
We’ve focused on being prepared for those sought-after weekends of sunshine so that BBQ occasions can be enjoyed as much as possible. We’ve also included some content that’s weather responsive to both the shopper (preparation for an upcoming weekend of warm weather) and consumer (when the sun comes out and the BBQs are lit).
We wanted to strengthen the link between the summer feeling and Heinz using content with rich audio and visual cues that evoke emotion for consumers. So, our content has been split into three key areas – preparation, hosting and enjoyment to communicate the ‘It has to be Heinz’ messaging.
The content is hosted on the Heinz Tomato Ketchup European Facebook pages. In addition there are also activations in-store, and offline communications including TV, as well as PR in some markets.
Have we inspired you to try any of the Heinz Sauces range? Don’t forget to stock up for that impromptu BBQ!