Granada Reveals Success Of Heinz Salad Cream Campaign

New research from Granada Enterprises has revealed that sales of Heinz Salad Cream have increased significantly following the brand’s sponsorship of Emmerdale on ITV1.

Heinz Salad Cream has been sponsoring the five nights a week soap from the beginning of May in a six-month package worth around £6 million, in an attempt to connect with viewers as they sit down in front of the TV to eat their evening meal (see Granada Brings Heinz Salad Cream To Emmerdale).

The company claims that salad cream sales have reached record levels this summer during the sponsorship period, with June’s figures up by 29% year on year to 3.4 million bottles. This means that Heinz Salad Cream now has a record 76% value share and a 62% volume share of the market, which is currently worth £37 million.

Commenting on the research, James Watson, marketing manager of Heinz Salad Cream, said: “This summer has been one of our most successful ever and our high impact sponsorship of Emmerdale has helped to boost sales significantly.”

He added: “The Emmerdale sponsorship represents an ideal opportunity for us to communicate with our consumers. This deal is the ideal marriage between two long-running and well loved household names, which have both kept pace with changing consumer needs and tastes.”

Granada recently announced that Home Pride is to extend its sponsorship package with ITV1, after research revealed the success of the £3.5 million deal (see Granada Cleans Up As Home Pride Extends ITV Sponsorship).

Granada: 020 7396 6000 www.granadaenterprises.com

Recent TV Stories from NewsLine 7.4 Million Watch Big Brother Go Out With A Bang BBC Travels Back In Time With £220m Autumn Schedule Consumers More Likely To Respond To TV Ads

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left