Heinz elevates gravy with a sizzling twist for year-round appeal

Heinz's New Gravy Campaign

Heinz is set to launch a new campaign to promote its gravy offerings, marking the company's biggest marketing push in this product category outside of the holiday season. The campaign, titled "Gravy Is The New Ketchup," is part of the larger creative platform known as "It Has to be Heinz."

The campaign "Gravy Is The New Ketchup" includes short online videos, creator content, and a series called "Gravy Hot Takes" on TikTok and Instagram. Paid media support is happening on Meta, TikTok, and Pinterest, along with out-of-home ads at retail locations. Additionally, Heinz is launching three new vegetarian gravies.

This campaign, developed with agency Wieden + Kennedy, aims to encourage people to use gravy not just during holidays, but in everyday meals as a condiment. Gravy can be enjoyed on a variety of foods, from fries to more unique options like brownies.

New Marketing Initiative: Making Gravy the New Ketchup

Heinz is on a mission to bridge the divide between its second-largest subcategory, gravy, and its iconic red condiment, ketchup. The company is rolling out a new marketing campaign that encourages shoppers to use Heinz's brown gravy offerings in the same way they use ketchup. This initiative aims to increase purchase occasions for Heinz gravy beyond the holiday seasons, which currently account for about 45% of gravy sales.

According to the announcement, 63% of surveyed consumers already use Heinz gravy monthly. This gravy-focused push is part of the "It Has to be Heinz" platform, which celebrates the extreme and irrational lengths Heinz fans go to show their love for the brand.

Heinz's director of brand communications, Megan Lang, explained that their research showed fans' strong love for Heinz extends to their gravy offerings. However, many fans do not regularly use the product because they are not aware of how easy and versatile it can be in daily meals. The campaign "Gravy is the New Ketchup" aims to encourage fans to use Heinz gravy like they use their ketchup - on anything and everything.

Heinz is increasing promotion of their beloved products through different advertising platforms like online videos and Out-of-Home (OOH) ads. They are using paid media on platforms like Meta, TikTok, and Pinterest to raise awareness and encourage people to try their products by providing calls to action and recipe ideas. Additionally, content creators will connect with gravy enthusiasts, particularly millennials, by sharing comforting food content.

A series called "Gravy Hot Takes" on TikTok and Instagram is showing new ways to use gravy as a condiment for fries, hot dogs, and even more unusual dishes like brownies. The content playfully suggests drinking gravy from a mug or turning it into a "meat smoothie."

To expand the range of gravy options, Heinz is introducing three vegetarian varieties (Roasted Garlic + Rosemary, Caramelized Onion + Thyme, and Herbs De Provence) as part of a Herbed Gravy lineup. This move aims to appeal to a wider audience in a category traditionally focused on meat-based options.

Last year, Heinz launched "It Has To Be Heinz" as its first global marketing platform. In January, the company introduced its biggest global marketing campaign, "The Wait," which honors consumers who prefer to wait before eating rather than enjoying their meal without Heinz ketchup.

Editor's P/S:

Heinz's "Gravy Is The New Ketchup" campaign is an innovative and ambitious attempt to expand the use of gravy beyond the traditional holiday season. By positioning gravy as a versatile condiment that can be enjoyed on a wide range of dishes, Heinz is aiming to increase purchase occasions and drive sales growth. The campaign's creative execution, which includes engaging online videos, influencer partnerships, and out-of-home advertising, is likely to resonate with consumers and encourage them to experiment with gravy in new and unexpected ways.

The introduction of three new vegetarian gravy varieties is a strategic move that aligns with the growing demand for plant-based options. By offering a wider range of flavors and catering to a broader consumer base, Heinz is well-positioned to capture market share in the expanding vegetarian and vegan gravy segment. The company's focus on "everyday meals" is also a smart strategy, as it encourages consumers to incorporate gravy into their regular cooking routines and make it a staple condiment in their kitchens.