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.”