BRITS REACH FOR HEINZ IN BIG FREEZE

February 26th, 2010

Record-breaking soup sales announced by Heinz today reveal that 57.3(1) million cans were sold in January 2010 – working out at approximately one can for everyone in the UK.

HEINZThe family favourite brand launched its ‘IT HAS TO BE HEINZ’ campaign back in October 2009 – it’s biggest in five years. The £5million multi-product campaign includes TV and radio advertising supported by national in-store marketing and cross-category promotional activities, all of which continue to gain momentum into 2010, with the TV advertising back on air this month. The results since the launch have seen a 21.3% increase in sales of Heinz Soup, Beans and Sauces compared with last year.(2)

This year’s ‘Big Freeze’ has also seen Brits making a beeline for soup with sales highest in the capital and Heinz Cream of Tomato as the fastest selling variety (3). These strong sales have translated into additional buyers for Heinz, with 1.8 million new households buying into Heinz Classic soups, such as Cream of Mushroom, Vegetable and Chicken. Consumer loyalty for Heinz soup has increased by 12.3 percentage points from 59.3% to 71.6%(4).

These strong sales figures represent a large proportion of the overall soup sales recorded in January, as people across the country turned to soup as a means of warming up. With more icy weather predicted, Heinz continues to help defrost the nation, by converting Britain’s coldest bus stop in Aviemore, Scotland (5) into the ‘IT HAS TO BE HEINZ’ bus stop, complete with a giant woolly hat.

Dave Woodward, Heinz UK & Ireland President says of the bumper sales: “Our ‘IT HAS TO BE HEINZ’ campaign taps into the deep connection consumers have with Heinz, built on over 100 years of trust, great taste and great value. In one of the coldest winters on record, it’s great to see just how many Brits have turned to, none other than, heartwarming Heinz soup”.

‘IT HAS TO BE HEINZ’ is the company’s biggest marketing campaign in five years and recognizes moments in life when only Heinz will do.

Related posts:

  1. HEINZ INVESTS IN CLASSIC SOUP RANGE TO DRIVE CATEGORY SALES
  2. HEINZ LAUNCHES TWO SPECIAL EDITION SOUPS
  3. HEINZ CREAM OF TOMATO SOUP CELEBRATES TURNING 100
  4. HEINZ LAUNCHES CUP SOUPS IN THE CONVENIENCE CHANNEL
  5. HEINZ LAUNCHES NEW REDUCED SALT SOUP RANGE
  6. New soups from Heinz
  7. HEINZ REFRESHES ITS BIG SOUP RANGE
  8. HEINZ ADDS TO CLASSIC SOUP RANGE AND LAUNCHES SECRET INGREDIENT CAMPAIGN