Media Edge: Heinz launches largest campaign to date
Media Sales Lead: Heinz just launched what is reportedly its largest media investment to date and unified its creative strategy for the first time. Creative AOR Wieden + Kennedy NY built the 150th-anniversary campaign around fan stories about the ketchup brand. Heinz found these stories on social media, in news articles, and through word-of-mouth. The campaign will continue running across TV, online video, cinema, social, and OOH.
Key Lead Takeaways: Reach out soon to secure some of Heinz's increasing ad dollars since this campaign will keep running over the coming months.
Target Demographics: A wide target demographic ranging from Gen-Z through Gen-X; its national TV commercials target both English- and Spanish-speaking audiences
Key Spend Notes:
- Spend shift summary: Reach out soon since the Heinz brand's spend is increasing significantly
- Top spending period: Q4
- Planning period: Q2
- Buying period: Q1
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Heinz under Food & Beverage: Sauces, Seasoning & Salad Dressings*
- 2023 YTD Spend: $6.9m
- STP 2022 Spend: $4.2m
- 2022 FY Spend: $8.7m
- 2021 FY Spend: $10.6m
- 2020 FY Spend: $13.1m
YTD YOY Spend Increase: 64%
Ad Flight Breakdown (by spend): So far this year, Heinz has aired 15 spots; its top 5 have been "Adulting Anthem," "Himno adulto," "It Has to Be Heinz: Collector," "It Has to Be Heinz: Sushi Tasting," and "It Has to Be Heinz."
Top Daypart (by impressions): Primetime (431.5m)
Top Networks (by spend): TNT, TV LAND, SYFY, Lifetime, and Hallmark
Top Shows (by spend): NBA Basketball, The King of Queens, 90 Day Fiancé: Before the 90 Days: Law & Order: Special Victims Unit, and Charmed
Top Industry/Vertical Spenders (YTD, by spend): Hellmann's (21.5%), Hidden Valley (15.5%), McCormick (13.6%), Heinz Ketchup (1.1%), and Nutella (10.3%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Heinz under Ketchups*
- 2023 YTD Spend: $1.8m
- STP 2022 Spend: $1m
- 2022 FY Spend: $9.2m
- 2021 FY Spend: $5.2m
- 2020 FY Spend: $7.1m
YTD YOY Spend Increase: 80%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $1m
- Q1 2023 Spend: $749.2k
- Q1 2022 Spend: $104.3k
- Q2 2022 Spend: $1m
- Q3 2022 Spend: $1.6m
- Q4 2022 Spend: $6.7m
YTD Impressions: 197,912,300
Top Ad Types: Instagram (65%) and YouTube (34%)
Top Purchase Channels: Direct (100%)
Top Publishers: Instagram (65%) and YouTube (34%)
Top Industry/Vertical Spenders (YTD, by spend): Kraft Heinz (99%) and McCormick (1%)
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Google Ads along with print (newspapers), digital, local broadcast, linear, and OTT
Top Sponsored Podcasts: Spittin Chiclets, Todd N Tyler Radio Empire, Rooster Teeth Podcast, New Heights with Jason and Travis Kelce, and Chewing the Fat with Jeff Fisher
DRTV:
- Short-form DRTV ads
- Incredibly highly concentrated network TV coverage
- Will not likely launch a new campaign soon
- Daily DRTV media spend has steadily increased over the past year
Current Agency Roster (Heinz brand):
- Wieden + Kennedy NY: Creative AOR
- In-House (The Kitchen, led by Jessica Vultaggio): Creative
- David: Creative agency partner
- Accenture Song: Creative agency partner
- Starcom: Media agency partner
- Blue Chip Marketing & Communications: Digital, multicultural, and programmatic agency partner
- View parent company Kraft Heinz's full roster here.
- The parent company is currently vulnerable to review; read more here.
Insight Sources: Broadcast, linear, and OTT insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.
