Heinz Saucy Sauce
pieces of coverage
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.
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.
From a gifting perspective, The response from media and influencers was overwhelmingly positive, calling the gifting some of the best, cutest, and most creative PR gifts they have received.
The campaign saw more than 2.05M in reach across the Trans-Tasman media landscape, with the influencer recipe creation content also achieving an impressive average engagement rate of 89.48% and 8.78M reach.
Notable social shares include Eitan and Adele (@eiitanbroude), Brooke and Jake (@brookestyles | @anotherbrookestyles), Adrian and Josh (@adrianwidjy), Flex and Froomes (@flexmami and @froomes), and added value from Fatima (@fatimahomran_).
A total of 32 x key opinion leaders and creators were gifted across Australia and New Zealand, which lead to 14 targets sharing a total of 30 pieces of photo and video content.
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