Heinz fans are expected to be ‘obsauced’ with the new limited-edition ‘Every Sauce’ range, developed for the food brand by creative agency Wieden + Kennedy.
The new product combines fourteen Heinz sauces for a new product launch, to both the delight and bemusement of fans.
The limited-edition sauce has been created to tap into the FMCG giant’s entire flavour range, with a gold scratch label which reveals it takes its flavour from all fourteen different sauces – from smoky bacon ketchup, to chip sauce and garlic and caramelised onion mayo .
“It’s no secret that people go to irrational lengths for Heinz. While developing the ‘We’re Obsauced’ platform, the creative team came up with a mad idea: what if we create a sauce made up of all Heinz Sauces?,” said Wieden + Kennedy London directors Juan Sevilla and Joe de Souza.
“Innovation is at the core of what Heinz does, and ‘Every Sauce’ is a perfect example of how Heinz uses creativity with consumers’ love for its products in mind,” they continued.
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In keeping with the ‘obsauced’ theme, fans will have to take a quiz to win one of the 100 available bottles.
The effort comes as part of wider the brand platform ‘It has to be Heinz’ ,which pays homage to the brand by celebrating the irrational love consumers have for the sauce, which it celebrated in its ‘Last Drop’ campaign which showed people licking sauce from a range of places including their elbows and steering wheels.
Heinz director of taste elevation Thiago Rapp added: “Over the years, we’ve been constantly innovating to meet culinary tastes and trends, and when it comes to sauces at Heinz we can’t deny we’re sauce obsessed.”
“It only felt right to find those out there who are just as obsauced as we are and give them the ultimate sauce to rule them all.”
However it has bemused some fans, with one X user writing: “Will probably just end up tasting like a mild mayo with a hint of warmth”.
“Not really sure that I could deal with all 14 in one go!” remarked another user.
not really sure taht i could deal with all 14 in one go!
— Tessa Bennett #bemoretoddy (@littlemore20) June 24, 2024
However, there was praise from some truly obsauced fans:
Omg i NEED this we are a Heinz Superfan family and need this in our lives tysm and good luck to everyone! 🙏 ❤️
— Nina (@Nina88326833) June 25, 2024
