A spotlight on… Heinz BBQ Heroes

This special campaign was part of our brief to inspire consumers to think about Heinz’ sauces as an integral part of summer and the British BBQ season.

It’s no surprise that weather drives BBQ behaviour. Over half of UK adults own a BBQ and the use of table sauces is almost universal so aligning the two was a natural fit.

But knowing the unpredictable nature of the Great British weather, we couldn’t rely on it being a hot summer. We needed a reason to continue the conversation with consumers whatever the weather.

So we created a truly integrated campaign, driven by cinema, TV and interactive VOD and digital cross-platform, thermos-activated activity, ensuring we stretched the idea as much as possible.

By creating “”hot-and-cold” versions of our digital copy, we were able to tailor our message, with a contingency plan to encourage consumers to “take the BBQ indoors” if the weather turned wet.

By setting up a weather forecast API feed, we pulled in the local weather forecast for the weekend for each region and tailored the creative accordingly, proving that we could overcome anything the Great British weather threw at us.


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