The manufacturer has launched Secret Abilities a new website that contains recipes using Heinz sauces. It is being supported by a viral video campaign that will drive consumers to the new website and encourage them to upload video content to win one of four £1,000 cash prizes.
"We all love to add a dollop of sauce to our plates to liven up meal times, but few of us realise the difference that sauces can make to food if added as an ingredient," said Ross Longton, brand manager, Heinz Sauces. "Many chefs add HP Brown Sauce when cooking a cottage pie and Heinz Tomato Ketchup is used as a primary ingredient in sweet and sour recipes in many authentic Chinese restaurants."
Sales of sauces have jumped 13.5% to £522m in the past year [Nielsen].