Heinz, the brand of tomato sauces and other condiments, is celebrating its 65th anniversary and has taken inspiration from Barbie to create its new product, following the Barbie craze that took off last summer with the release of the film starring Margot Robbie and Ryan Gosling.
The brand began hinting to its followers about the possibility of creating a blend of seasonings that would encapsulate the distinctive essence of Barbie. Given the massive demand for this product, the sauce finally came to life.
"At Mattel, we are thrilled about this collaboration with Heinz, as it celebrates Barbie's iconic status and lasting impact on popular culture. We are delighted to bring the Barbie touch to all kinds of experiences, creating unique and memorable moments," explains Céline Ricaud, head of marketing & digital media at Mattel Iberia.
Barbiecue is the new vegan sauce.
In a press release, Heinz explains that it is a creamy vegan sauce with a smoky barbecue flavor, inspired by Barbie's unique essence and iconic pink color. The product will be available on a limited and exclusive basis at El Corte Inglés, Hipercor, and Supercor starting on April 25.
"We are thrilled to present 'Barbiecue,' a delicious combination that celebrates Barbie's joy and timeless style," saysJulieta B. de Laurentiis, marketing director at Heinz Iberia. "This unique collaboration allows us to bring the magic of Barbie to the tables of millions of homes."
Heinz indicates that the results are quite good.
The investment for the campaign was €45,000. On social media, it achieved a reach of 12.4 million; in the press, it achieved a reach of over 205 million unique users and an economic valuation of over €400,000.
Strong financial investment and excellent results
The investment for the campaign was €45,000. On social media, it achieved a reach of 12.4 million; in the press, it achieved a reach of over 205 million unique users and an economic valuation of over €400,000.
In addition to paid investment in networks, 17 reel stories were posted on the brand's IG account, 50 pieces of media coverage were obtained with areachof 15.66 million and anad valueequivalentof 131,419.
Afterwards, the campaign continued on Create's profile with a content strategy that combined recipes, product presentations, and other materials, which kept up the momentum in the weeks that followed.
Heinz has undoubtedly hit the nail on the head with this groundbreaking new product. What do you think?
