The Sauce – 09/04/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.

This week we’re talking about Heinz’s speedy delivery of its latest ads, Carlsberg’s new global brand campaign, and easyJet’s innovative new ad to challenge gender stereotypes in recruitment.

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Heinz Delivers ‘The Last Drop’ in Record Time

We recently covered Heinz’s ‘It has to be Heinz’ campaign (ICYMI, you can check it out here). Now, the foodie favourite has further upped its marketing game with the creation of its latest ad, which was completed in only five days!

On a mission to react ‘at the speed of culture’, Heinz was inspired by a video of a mother on social media licking ketchup off her baby to avoid wasting the most awesome of sauces.

The campaign features people licking Heinz sauces off everything from sleeves to their children to car steering wheels! The ads include the new ‘It has to be Heinz’ slogan, as part of their recently launched global brand platform. The new platform was created from consumer insights around the extremes people will go to for their favourite Heinz sauce.

We love this new creative – it’s fun and stands out in the crowded landscape of food ads. It’s great to see traditional brands standing the test of time and adapting to the speed at which advertising moves now in the age of social media.

It shows that creating great creative doesn’t need to take months of planning, and underlines the importance of a strong brand platform.

Long-term strategic planning definitely has its place but we’re seeing more brands adopt a flexible, reactive approach to tap into current trends and maximise ROI.

Do the Best Things Begin with Curiosity? Probably

Carlsberg has announced its first-ever global brand campaign, which will feature across 120 markets, and launches in the UK on 1st May.

The campaign, ‘Do the best things begin with curiosity? Probably’ celebrates Carlsberg’s belief in progress through curiosity.

It was created following consumer research which uncovered ‘a universally recognised human truth: the best things in life come to the curious.’ It’s also a subtle nod to Carlsberg’s history, when founder J.C. Jacobsen worked to do things differently to create a better beer.

The integrated campaign launches with a brand film and will feature across social, digital, PR, OOH, TV and more.

Our founder and strategy expert James, said, “It’s significant that this is the first time Carlsberg has rolled out a campaign across all 120 of its markets, and shows confidence in the positioning of the new campaign and its relevance across the globe.

“It’s an important touch that the campaign incorporates the iconic ‘Probably’ – it’s staying true to the brand’s heritage, and ensures the new campaign is instantly recognisable as Carlsberg.

“I’ve been talking to a number of clients who are considering their brand identity at the moment. The desire is to stay loyal to their history but be more relevant to their audience of today. Carlsberg has done a great job of this!”

…it’s staying true to the brand’s heritage, and ensures the new campaign is instantly recognisable as Carlsberg.

EasyJet Uses ‘Talking’ Billboard to Launch Recruitment Drive

EasyJet launched a disruptive OOH campaign last week to encourage more young women to consider a career as a pilot.

The billboard features the line ‘Meet your captain. They have the best seat on the plane.’ followed by an arrow to where a real plane seat is mounted…with a real person sitting in it! The campaign features a real-life easyJet captain, Sarah Ackerley, who talked to potential young pilots from her seat on the billboard in London!

The ad was created as a response to an easyJet survey which discovered that 47% of young girls believe being a pilot is a job for a man, with 41% saying they’d never seen a female pilot. The interactive ad also includes a QR code to give those interested the opportunity to complete an online test, and busts common misconceptions about what it takes to be a pilot.

Disruptive. Innovative. Challenging gender stereotypes. Research-based. This campaign ticks so many boxes and is sure to make an impact on those passing.

It’s a simple activation using out-of-the-box thinking.

We’re excited to see how easyJet and other influential brands continue to challenge stereotypes and encourage the next generation.

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You can check out previous editions of ‘The Sauce’ here.

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