Heinz Plays Matchmaker with Seriously Good Mayonnaise in Cheeky Campaign

Kraft Heinz Ireland and Folk Wunderman Thompson have unveiled their first creative campaign since Folk won the account earlier this year. ‘Heinz Matchmaker’ is a social, OOH and DOOH campaign that’s aiming to ignite a love affair between Irish consumers and Heinz [Seriously] Good Mayonnaise. This is the first campaign Folk have developed for the Kraft Heinz Ireland portfolio with more campaigns being launched over the coming months. 

Mayonnaise is that pantry staple that is somewhat functional, is purchased out of habit and is viewed by consumers as an ingredient. ‘Meet our [Seriously] Good Mayonnaise’ is aiming to break that traditional relationship consumers have with mayonnaise, motivating them to associate the Heinz product range with a mayonnaise offering and challenging the existing competitors in the category.

Speaking on the campaign, Keith Lawler, creative director, Folk said: ‘As a nation, we’re obsessed with tradition and forcing new habits and routines can take us a little longer to get our heads around. With this campaign, we want to reintroduce Heinz’ [Seriously] Good Mayonnaise to consumers, encouraging them to see the product with a focus on the same grá we have for Heinz Ketchup, Beans and Spaghetti Hoops’.

The OOH and DOOH campaigns went live on Monday 13th July with the social campaign going live from Monday 20th July.