Kraft Heinz invests £1.5m in ‘Ketchup. But first, tomato.’ campaign

Kraft Heinz is investing £1.5M in a multi-media campaign for Heinz Tomato Ketchup called “Ketchup. But First, Tomato.” to celebrate its unmistakable tomato taste and reinforce the idea that tomatoes are at the heart of Heinz Tomato Ketchup. The nationwide campaign, launching now, will run until the end of the month.

The campaign is being brought to life across TV, BVOD and OOH, as well as digital outlets including Facebook, Instagram, TikTok and YouTube with an expected reach of 40 million people — 83 per cent of all UK adults.

The campaign creative to appear across the outlets is vibrant and impactful, and the short videos feature tomatoes growing on the vine and bottles of Heinz Tomato Ketchup at the centre, for example, with light-hearted music playing in the background.

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

“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,” said Doron Lass, Brand Manager for Heinz Sauces.