EXPLORING THE WORLD MOUTH FIRST – HEINZ

CHALLENGE

Heinz UK needed our help launching their new product range, Heinz Immunity Support Pouches – their largest launch of the year. Building on our established ‘Pure Joy’ platform, we needed to let parents know that these new pouches weren’t just tasty and convenient, but also packed with vitamin C to help keep little immune systems ticking.  

SOLUTION

Drawing on our experiences with the infants in our lives, one thing really stood out for us – little one’s really do throw themselves at life mouth first. For them, the mouth is more than a route to the tummy: it’s their fifth limb, their texture sampler, their taste-tester, the first place anything they can get their mitts on is going. This gave us the basis for an incredibly insightful campaign that really got to the heart of why Immunity Support Pouches were developed.

First we teased our new pouches with a tongue-in-cheek April fools post launching TV remote, garden soil and modelling dough flavours.

We then worked with our production partners A Running Commentary and director duo Youth Hymns to create a dynamically shot TV and social campaign. An ode to babies’ oral portals that showed the world how Heinz’ new Immunity Support Pouches will help give parents the confidence to keep letting their little ones exploring the world mouth first. 

Finally, we created a series of miniature OOHs, placing them everywhere that babies are fond of gumming.

Results

Our campaign hugely out performed KPIs, reaching 8million unique users (2.6million more than planned) and achieving 88million impressions on earned media. Remarkably, 90% of people watched our film all of the way through, greatly exceeding completion benchmarks. We also achieved click-through rates 60% above the norm.

All of this had a huge impact on sales. We doubled our facing in stores across immunity support pouches, landed a further 3 flavours in market and sold over 300,000 units creting market share growth of 750,000 units year-on-yer.