Heinz ads tap into lucrative Egyptian market

Heinz has commissioned an extensive campaign by Leo Burnett in Cairo to try to break the potentially lucrative Egyptian condiments market.

Leo Burnett has created several executions for the US-based food company's range of sauces in a campaign that incorporates print, outdoor and TV work.

The ads are part of a push by Heinz to promote a range of new flavours of tomato ketchup, including 'garlic' and 'hot' varieties.

"People in Egypt are not as used to ketchup as they probably are in Europe or in the US, and there's a smaller percentage of people that can actually afford it," said Leo Burnett art director and copywriter Michael Youssef.

"Research showed us that people here might think that the original version is too sweet and so they decided to launch the garlic and hot varieties, which people really like."

One print ad shows a collection of garlic ketchup bottles hanging outside next to onion bulbs and red chilli peppers, while another shows a St Bernard dog carrying a bottle of ketchup around its next.

The agency has also emblazoned trains across Cairo with cartoons in an outdoor exercise designed to appeal to a younger audience.

"We're trying to get kids interested as well, because it's not just about selling more ketchup today - it's about making sure that the brand is selling more five years down the line," added Youssef.

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