The Situation
Heinz entered 2018 amidst an escalating war in the condiment aisle. The brand, which dominates ketchup, had earlier made a successful move into mustard and was now eyeing a push into mayonnaise. Mayonnaise, for its part, is dominated by one main competitor, which itself was prepping a ketchup launch.
Yet despite the category being particularly cluttered, condiments, especially mayonnaise, were hardly a topic of mainstream conversation. The challenge facing Heinz was how to raise awareness of its new-and-improved mayonnaise in a category that doesn't generate much conversation from consumers or media.
A few weeks before...