Heinz is one of the largest food producers in the world, primarily known for its wide range of ketchups and sauces. Holding strong positions in a number of product categories in Russia, the company sees great potential in the development of the mayonnaise category. To strengthen its position in the market, the company has decided to launch a brand-new line of Heinz mayonnaise on the Russian market. Mildberry agency has been selected to help Heinz in the development of the new product’s brand identity.
Russian consumers see mayonnaise as a basic product and do not look for something new and special in it, but it is extremely important for them to be confident in the quality of the product they choose.
The new Heinz mayonnaise is characterised by a thicker creamy texture, while the pre-existing trust in the brand, its expertise and the quality of its products create great potential for a successful launch. When working on the project, it was important for us to realise the concept of ‘thick mayonnaise’, emphasise the premium quality of the new product and clearly differentiate it from the competitors both among other brands of mayonnaise and within the brand portfolio of Heinz. There is currently no existing premium segment in the mayonnaise category in Russia, which opens up new opportunities for Heinz.