The Challenge

SOCIETY was tasked with the challenge of launching Kraft Heinz’ brand new condiment SaucySauce in the AUNZ market. A hybrid of the iconic Heinz Tomato Ketchup and Heinz Seriously Good Mayo, the SaucySauce launch needed to create a moment in time that would drive consumer impact and media attention to the brand new sauce and ultimately drive product consideration and purchase amongst customers in both markets.

The Solution

SOCIETY approached the launch with a reactive and proactive PR press office approach, utilising the ‘newness’ of the product with trade and shopping media, as well as leading a moment-in-time PR campaign. The PR campaign centred around the iconic hybrid of SaucySauce, positioned as a ‘Dynamic Duo’, asking Aussies and Kiwis to vote on other Dynamic Duos in the fields of sport, TV, music and popular culture, pitching these results to lifestyle and food titles. Alongside the press office campaign, SOCIETY targeted four engaging and relevant foodie content creators to produce unique recipes using SaucySauce, as well as commencing a theatrical gifting campaign that utilised audio to create surprise and delight for giftees to increase shareability, and included personalised SaucySauce bottles.

The Response