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Kraft Heinz invests £1.5m in new ketchup campaign

The national campaign will run until the end of the month.

Kraft Heinz is investing £1.5m in a multi-media campaign for Heinz Tomato Ketchup.

The national ‘Ketchup. But First, Tomato’campaign reinforces that the tomato is at the heart of the brand. The campaign, which is launching now, will run until the end of the month.

Advertising will be broadcast acrossTV, broadcaster video-home-demand, and out-of-home, as well as on digital outlets including Facebook, Instagram, TikTok, and YouTube. It is expected to reach 40 million people — 83% of all UK adults.

The campaign’s creative offers standout graphics and clear messaging: ‘Taste from the Ground Up’. Short videos feature tomatoes growing on the vine and bottles of Heinz Tomato Ketchup at the centre, for example, with light-hearted music.

Kraft Heinz says the timing of the campaign comes during a key sales period as the summer months present a big moment for its ketchup brand with social meal occasions peaking. As the summer ends, the brand says, this campaign continues to serve as reminder of Heinz Tomato Ketchup’s unmistakable taste, with no artificial colours, flavours or preservatives.

Doron Lass, Brand Manager for Heinz Sauces, said: “This campaign celebrates the unmistakable taste of Heinz Tomato Ketchup by reminding our consumers that the taste they know and love is achieved by using premium quality tomatoes with no artificial colours, flavours or preservatives.”

High caffeine Lucozade alert launches

The new range will be available from mid-September in Tropical and Cherry flavours.

Lucozade is adding something new to soft drinks chillers this month with the launch of LucozadeAlert: a new stimulation drink range that contains naturallysourced caffeine and vitamin B3.

It will be available from mid-September in Tropical and Cherry flavours in cases of 12 x 500ml cans (RSP £1.55). £1.39 price-marked packs will also be available.

The launch will be supported by PR, digital and social media advertising.

Brand owner Suntory Beverage & Food GB&I advised retailers to range the cans within their current stimulationcategoryinthechiller,andawayfromLucozade Energy as itcaters to adifferent consumption need.

Zoe Trimble, Head of Lucozade Energy at Suntory Beverage & Food GB&I, said: “LucozadeAlert is high in caffeine with Vitamin B3 for an energising boost, all with the great Lucozade taste that your shoppers know and love.

“We’re delighted to be bringing this new nonHFSS product to market.”

Samantha Coldbeck of Wharfedale Premier in Hull added: “I was very pleased to hear Lucozade was entering the stimulant drink market. This is a huge category for us, and Lucozade is a recognised and trusted brand. I’m looking forward to building my sales with this exciting new launch.”

Fox's ready to 'revitalise boiled sweets' with new ad

The TV ad focuses on the experience of successfully skimming a stone.

Valeo Snack Foods has launched a new seven-figure campaign for Fox’s Glaciers to support the brand’s recent redesign.

The campaign takes inspiration from Fox’s new ‘Satisfyingly Long Lasting’ tagline and imagines what life could be like if all good things lasted as long as a Fox’s sweet. It comes after a packaging makeover for the brand, which got a fresh, modern update earlier this year.

Launching this month, the campaign will run on TV, video-on-demand, out-of-home, press and social media. A second wave of activity is planned in early 2022 for digital audio and in-store.

The TV ad takes the experience of successfully skimming a stone and makes it into a long-lasting triumph.

Valeo Marketing Director Russell Tanner said: “Fox’s has an impressive 91% brand recognition, but we need to build on this awareness and encourage reappraisal of the brand, highlighting the adventurous new flavour extensions on offer and getting consumers excited about the Fox’s brand again.

“We’re ready to revitalise boiled sweets and support retailers to drive sales in an often-neglected category.”

Tobacco trends

Imperial Tobacco has reduced the prices of some of its leading brands. From 6 September the RSP of Embassy Signature and Richmond will drop to £9.25 and Riverstone Roll Your Own Tobacco will fall to £11.95 and £19.60 for its 30g and 50g formats, respectively.

Festive flavour

Grenade’s high-protein and lowsugar Gingerbread Carb Killa is back for the festive period. It features a gingerbread-flavoured nougat centre, layered with caramel and dark chocolate chips, and covered in milk chocolate, with white chocolate on top. RSP £2.59

Spooky sweets

Hancocks has made additions to its Halloween range. Bubs vegan Cool Cola Skulls, vegan Liquorice Skulls, vegan Big Sour Skulls, and vegan Mini Sour Skull Mix have joined the range. It will also introduce new pick & mix ranges from Kingsway, including Monster Jellies.

Cork campaign

Treasury Wine Estates’ 19 Crimes has unveiled a new campaign, which calls upon the nation to find ‘The 19th Cork’ concealed within one of hundreds of winning bottles. There are 210 winning corks that let consumers instantly win a cash prize from a £30,000 pot. ASIAN FLAVOURS

Asian flavours

Unilever has launched Pot Noodle Fusions, a new range designed to cater to the more experiential shopper. A trio of Asian-inspired flavours – Katsu Curry, Chili Chicken and Thai Green Curry – is available now in 100g packs. RSP £1.39

Modern look

Guinness Foreign Extra Stout has introduced a new look for its 330ml bottle format and 24 x 330ml multipack. The design refresh gives the brand a modern look and feel while paying homage to its heritage dating back to 1801. The new bottle design rolls out this month.