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Heinz Sponsorship of Emmerdale

Heinz Sponsorship of Emmerdale. Record sales of Salad Cream in first season’s sponsorship. Background. Emmerdale attracts on average 9.2 million viewers an episode and a 45% share and is watched by 37% of the population each week

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Heinz Sponsorship of Emmerdale

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  1. Heinz Sponsorship of Emmerdale Record sales of Salad Cream in first season’s sponsorship

  2. Background • Emmerdale attracts on average 9.2 million viewers an episode and a 45% share and is watched by 37% of the population each week • Heinz signed up to sponsor Emmerdale from May 2003 for six months - the association was so successful that they signed up for another 12 months in 2004

  3. The Objectives • Drive brand awareness • Drive volume • Encourage users to broaden usage of Heinz Salad Cream to more than just salads • To drive awareness of the Top Down packaging format • To position Heinz Tomato Ketchup as the definitive ketchup – with the strapline: “You can’t eat without it”

  4. Campaign Details • Broadcast sponsorship of all episodes on ITV1 and ITV2 • 6 months Heinz Salad Cream followed by 6 months Heinz Tomato Ketchup • Heinz Salad Cream: 37 idents linking the idea of ‘Soap Opera’ gossip with the tagline “it’s all going on” and the versatility of the Heinz Salad Cream as the perfect accompaniment to a wide variety of foods • Heinz Tomato Ketchup: 20 idents with the tagline: “you can’t eat without it” showing the new Top Down packaging format and the iconic glass bottle • Sponsorship supported by PR and tailormade promotions offering ‘money can’t buy’ prizes

  5. Results • Awareness for Heinz Salad Cream increased substantially in 2003 - 36% of viewers spontaneously (without prompting) recalled the association • 5th most spontaneously recalled sponsorship on TV (ITV’s Sponsorship Tracking Survey - IPSOS-RSL) • Heinz Salad Cream hit new heights as a result of the combination of a very hot summer in 2003 and a fully integrated brand campaign

  6. Testimonial “We’re very excited about renewing our sponsorship. Emmerdale has great viewing figures, and with the help of our partnership with Emmerdale last year, Heinz Salad Cream achieved record sales. The timing of Emmerdale is perfect, as it provides the ideal opportunity to communicate with our consumers as they sit down to eat their evening meal. We’re looking forward to benefiting from similar success this year for Heinz Salad Cream and Heinz Tomato Ketchup, as this deal is the ideal marriage between two long-running and well loved household names.” Clodagh Ward, Head of Sauces, Heinz UK and Ireland

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