- Heinz is hoping to rebrand gravy as the new ketchup with a new campaign. The effort is based on data from the brand that 63% of consumers eat gravy on a monthly basis.
- Gravy is the brand’s second largest subcategory behind ketchup, so the brand is launching its largest gravy-focused marketing investment outside of the holiday season to let everyone push this idea that “Gravy Is The New Ketchup.”
- The campaign includes paid media, social, OOH and creator content, as well as new products.
Heinz’s new ‘Gravy Is The New Ketchup’ campaign supports the company’s larger creative platform “It Has to be Heinz,” which is built on the idea that consumers will go to ridiculous lengths to include a Heinz product in every meal. The brand is pushing gravy options in a range of meals including biscuits and gravy, chicken nuggets, hot dogs, poutine, bangers and mash and more.
The campaign comes after a tough year for CPGs, when inflation drove up prices and consumers bought less. Heinz reported a slump in sales in Q4, which the company attributed to higher costs of goods and an increase in prices. This new gravy push is a creative way for the company, whose top selling product is ketchup, to diversify its product offerings and extend the number of products it has on consumers’ kitchen tables.
The campaign is aimed at younger consumers with a presence on Meta, TikTok and Pinterest to encourage awareness and drive consumers to give the Gravy product a try. The brand has launched “Gravy Hot Takes” a series on TikTok and Instagram with hot takes on how fans can use gravy in new ways. They have also partnered with millennial creators to help inspire new ways to cook with gravy.
In addition to the campaign, Heinz has released three new gravy products – Roasted Garlic & Rosemary, Caramelized Onion & Thyme and Herbs De Provence – in a move to give consumers more options.
