Heinz is looking to reinvent Worcester sauce as a Bloody Mary ingredient.
The company, which produces Lea & Perrins Worcester sauce, is hoping to tap into brunch culture by promoting the condiment as a vital component of the aperitif. The 'Lovelea' campaign is aimed at reminding consumers that Worcester sauce is much more than a mid-week meal accompaniment, The Grocer reports.
Heinz will roll out 600,000 bottles with special competitions where buyers can win trips to Paris and Bloody Mary hampers and glasses. The company hopes that a reinvention of the condiment will allow it to compete with emerging tastes such as chilli sauces which have grown significantly in popularity in recent years.
Figures from Kantar Worldpanel, published by The Grocer in June, noted that sales of Worcester sauce had dropped by 3.3 per cent to £17.6 million while chilli sauces had jumped nine per cent to £19.2 million. Heinz is aiming to boost sales by tapping into brunch culture and introducing more people to Worcester sauce.
Worcester sauce has long been a favourite for consumers making a tasty mid-day snack. It long prided itself on being the perfect accompaniment for cheese on toast and also being used to spice up a soup. However, Heinz's latest move aims to take Worcester sauce to a different demographic where people can enjoy it in the alcoholic or non-alcoholic tomato juice-based beverage.
Heinz is also once again supporting the Movember campaign. Throughout the month of November, men grow moustaches to help raise money and awareness of men's health issues such as prostate cancer. Heinz is getting involved by launching-edition Movember-branded bottles of HP Sauce to help raise money for a charity it currently has a partnership with.
The Worcester sauce campaign is being launched immediately while the HP Sauce campaign will kick off in November.