Hellmann's outspent its nearest rivals Heinz by almost 100%, despite the latter's first marketing campaign for five years.
Its £6m spend focused on the quality of its ingredients and helped it to a 3% growth in sales of its mayonnaise and a 14.7% hike in sales of salad dressings [SymphonyIRI 52w/e 10 July]. It overtook Kraft to become the largest brand of salad dressing. Heinz, meanwhile, focused on its core sauce brands in its cross-portfolio campaign, which kicked off last October.
"It Has To Be Heinz builds on the emotional connection the brand holds for the British consumer," says senior brand manager Lynsey Hurst. "It is designed to drive volume growth across five core product categories including Heinz Tomato Ketchup and Salad Cream."
But Hellmann's and Heinz weren't the only ones splashing the cash. Maille launched its first TV campaign this spring to support a big push for its mustards in the UK, prior to the launch of an aioli and mayonnaise this month.
And Ocean Spray has spent £7m in an above and below-the-line campaign (not captured by Billetts) in support of its cranberry sauce in addition to undertaking a revamp of the product's packaging.