Heinz is renaming Fathers' Day as 'Daddies Day' with 400g bottles featuring limited-edition Happy Daddies Day labels to boost sales around Fathers' Day on 15 June.

The campaign was targeted at mums who would buy it for their children to make a fuss of their dads, said brand manager Ross Longton. The campaign also includes in-store and sampling activities where consumers will be given a Daddies Day card.

The initiative forms part of Heinz's long-term strategy to revamp sauces. This year the company has already launched posh tomato sauce, revamped packaging on its core Tomato Ketchup and introduced the New York-inspired Deli Mayo range. It also made its first foray into cooking sauces with Spread & Bake last month.