Launching a 'must have' upgrade for a national dish - Heinz Fish & Chip Sauce

By reframing a national treasure as upgradable, we turned a humble sauce launch into a full-blown cultural debate and made Britain curious enough to try something new.

The problem

Fish and chips is Britain’s favourite national dish, with 85% of us claiming it as our number one. But with tartare sauce long established as the go-to condiment, how could Heinz make waves with its brand-new Fish & Chip Sauce and claim a spot at the nation’s tables?

Fish and chips, with mushy peas, slice of lemon on a green plate, next to a bottle of Heinz Fish and Chip sauce - all on a wooden table

We know the British media like the back of our hands. We know what will get them talking, arguing and debating. There is nothing more tantalising for British journalists than a story threatening the very foundations of a national treasure.

We positioned Heinz Fish & Chip Sauce as “Tartare 2.0”, the modern, must-have upgrade to the classic pairing.

The story was irresistible clickbait, guaranteed to stir debate.

Image of Fish and Chip sauce in a traditional green fish and chip box

To land it with cultural punch, we partnered with TikTok sensation Destiny (aka Chip Shop Diva) - the UK’s undisputed fish & chip queen - to introduce the sauce to the nation.

263

pieces of coverage (22% broadcast, incl. This Morning, HIGNFY, TalkSport)

28%

higher sales than target

35,000

bottles sold in the first month

518M

impressions (400% over KPI)

New listings

New listings in Tesco, Sainsbury’s and Asda

Image of influencer the fish and chip shop diva revealing heinz fish and chip sauce

Having worked with Wonderland for over six years, I consider them a true extension of our Marketing team. They are a resourceful agency that prioritises both strategic impact and creative value through their campaigns and I always feel they listen to feedback and dare to do better for us and with us. What I love the most about them is their straightforward, efficient approach to our brand challenges and their ability to build authentic relationships with our business. They have proven their understanding of our brand identity, across different projects and brands in our portfolio: from Local Jewels like Salad Cream to partnerships and product launches (like Barbiecue).

Georgina Fotopolou, Category Marketing Manager

Heinz Sauces

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