Heinz has launched a summer DOOH campaign to promote a range of barbecue sauces and condiments, triggered by the perfect BBQ weather conditions.
Weather based buying: the Heinz campaign
Appealing to the barbecue enthusiast, and the impulse chef, Heinz raised brand awareness and purchase intent for the barbecue range. Using programmatic, only activating when the temperature hit 20 degrees, and between 3pm-8pm when the consumer is making their evening meal plans. The campaign ran nationwide, and location targeted near supermarkets and stores to enable the impulse buy.
A strategy in capturing consumers in the right mindset, to drive awareness and sales of this product range.
The effects of weather on consumer behaviour
According to Woo & Jung, weather has an impact on consumer mood and purchase decisions, influencing behaviors of what we do and when. By activating weather targeting in your programmatic DOOH campaign, ads reach and engage the target audience in optimal conditions.
Keen to learn more about this campaign or DOOH opportunities overall? Feel free to contact our Regional Lead in BENELUX, Gido Andriessen via email: gandriessen@vistarmedia.com
