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The&Partnership London and Kraft-Heinz Launch Epic New BBQ Sauce ‘Bull’s-Eye’ for UK Market

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Bull’s-Eye brand ad features an American long horn bull to reflect its 'Cook Strong' slogan and big, bold tasting BBQ sauce

The&Partnership London and Kraft-Heinz Launch Epic New BBQ Sauce ‘Bull’s-Eye’ for UK Market
Kraft-Heinz and creative agency The&Partnership London have released the launch campaign for their delicious American BBQ sauce, ‘Bull’s-Eye’.

The digital campaign will go out across the UK, Germany and the Netherlands, bringing the sauce to supermarkets for the very first time in the UK and Netherlands, and relaunching the sauce back onto the German market.

With summer fast approaching, the campaign puts the authentically American sauce to the top of shopping lists across Europe this summer.

Launching with a 10” and 20” across VOD, the big, bold campaign will build awareness of the delicious craft sauce with a media strategy targeting the 25-45 demographic.

Authentically American, the Bull’s-Eye brand was brought to life in the USA in 1985, as the big, bold tasting BBQ sauce. The brand’s launch in the UK demanded an exciting campaign with maximum impact across a market overrun with condiment options. It needed to empower amateur chefs to take up their tongs and cook with sheer conviction, leading to the tagline ‘Cook Strong’, summing up the energy and flavour the brand brings to the table – or barbecue.

The campaign features the brand’s icon: an American long horn bull, pawing at the ground as it surveys its penned enclosure. As the tension builds the bull powers through the fence – embodying the same conviction the audience have when it comes to great BBQ.

Alessandra de Dreuille, Senior Brand Manager for Kraft-Heinz says: “We were confident that when we tasked The&Partnership with launching Bull’s-Eye, they could capture the true spirit of the brand. Sharing the story of the authentic, craft sauce through a digitally led campaign is the perfect way to break into the market and speak to our ideal consumer.”

Yan Elliott, Executive Creative Director, says: “This is a message to anyone who is serious about BBQing – it’s black and white – there is only one sauce, and that is Bull’s-Eye. Cook strong this summer.”
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Advertiser: Kraft-Heinz – Bull’s-Eye BBQ Sauce

Marketing Manager: Olivia Hibbert


Sound Company: Gramercy Park Studios

Sound Engineer: Zak Kurtha


Head of VFX: Mark Beardall (Gramercy Park Studios)

Creative Agency

Creative Agency: The&Partnership London

Executive Creative Director: Yan Elliot

Managing Director: Gary Simmons

Agency Production: Jessica Stott (Hogarth)

Creatives: Jon Coates, Josh Welton

Head of Planning: Sarah Clark

Production Company

Production Company: Pretty Bird

Director: Ian Schwartz

DOP: Christophe Collette

Producer: Bona Jide-ofo Orakwue


Music Company: Shibui Music

Voice-over: Liam Teeling


Edit Company: Trim

Editor: Vid Price

The&Partnership, Tue, 15 May 2018 12:37:05 GMT