Last updated 31 March 2015


Heinz Big Red tomato sauce has been a family favourite for more than 30 years but with a recent decline in market share the brand was in need of revitalisation. 

With the launch of their new ‘Top Down’ bottle, Heinz needed to convince existing consumers of the improved functionality of the new bottle.

Sport was identified as a key platform for their target audience but Heinz needed a solution built around consumption occasion to drive business outcomes. The Seven Network developed a campaign that made Heinz Top Down Big Red synonymous with AFL – the ultimate meat pie and sauce occasion.  The brand saw an uplift of 10% in sales over the campaign.

For further information:

Campaign by RED

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