Following the success of Heinzâ€™s recent Facebook Â campaign, the brand plan to do more through ecommerce campaigns.Â Â The most recent being the Facebook-led campaign to promote summer sauces. The campaign included a new Facebook app that offers the product as a cooking ingredient as opposed to a condiment.Â Marketing Weekâ€™s report communicated how the brand plan to increase digital spend by 20% in order to ramp up its social media strategy .Â This is in addition to the wider Â£5m offline marketing campaigns, including TV andÂ radio that will continue to run until the end of August 2011.Â Heinz are not putting all their eggs into one basket, although there are signs of increases in sales, the nature of the social networking channel means that it is not easy to track sales and therefore the brand are treating the Facebook campaign as part of their wider strategy.
The results are not clear as to how successful the Facebook campaigns, starting in October, were.Â However brand manager, Lucy Clark emphasizes the importance of generating awareness of the limited edition product and increasing brand perception through social media routes.Â As part of the marketing mix, social media is being used to compliment the launch of advertising campaigns for all new products and this is proving to be successful.Â It will be interesting to see how much Heinz commit to directing consumers online to actually purchase the products through channels like the Facebook shop…? Will this mean they dedicate more resources to this sales channel or will this just be for limited edition products? â€“ Let’s face it, this may be the first ever limited edition product for Heinz, but something tells us this wonâ€™t be the last – balsamic vinegar edition, whatever nextâ€¦chutney?!
Blogger activity is also in the running for the brands marketing strategy this summer – According to a number of freelance digital marketing agencies there will be dedicated bloggers, blogging about new products and their experiences with these new products, as part of the digital marketing focus.Â We could have another Walkers campaign on our hands where people enter in to suggested limited edition versions of the product, this would be a great idea for the brand!