Campaign Spotlight

Campaign Spotlight: The&Partnership London and Kraft-Heinz launch epic new BBQ sauce ‘bull’s-eye’

LONDON – 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 longhorn 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.”

Brand: Kraft-Heinz – Bull’s-Eye BBQ Sauce
Client Name & Job title:
Victoria Sjardin, Vice President of Marketing, EMEA
Olivia Hibbert, Marketing Manager
Alessandra de Dreuille, Senior Brand Manager
Agency: The&Partnership London
ECD: Yan Elliot
CD: Howard Green, Kate Allsop
Creatives: Jon Coates, Josh Welton
Head of Planning: Sarah Clark
Managing Director: Gary Simmons
Account Manager: Catherine Lynch
Agency Producer: Jessica Stott (Hogarth)
De-Coupled Account Director: Natalie Jalie (Hogarth)
Production Company: Pretty Bird
Director: Ian Schwartz
Producer: Bona Jide-ofo Orakwue
Director of Photography: Christophe Collette
Editor: Vid Price (Trim)
Head of VFX: Mark Beardall (Gramercy Park Studios)
Audio Engineer: Zak Kurtha (Gramercy Park Studios)
Music Company: Shibui Music
Voiceover: Liam Teeling

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