Partners Andrews Aldridge has been appointed by sausage brand HECK as its lead advertising agency to support the brand’s ambitious growth strategy. Partners won the account following a competitive pitch against undisclosed agencies.
The move represents an increase in marketing activity by HECK as it attempts to shake-up the traditional sausage market and boost its current market share. The brand is already established in Tesco and ASDA stores in the UK and will receive national distribution through Waitrose in May.
Partners’ first batch of activity will be to deliver a digital and social campaign, linked to advertising and experiential activity. The campaign will dramatise the brands ‘what the heck?’ attitude, challenging the conventions of the category to generate interest among a younger audience.
Jamie Keeble, company founder at HECK said: “We’re a young team, ambitious for success and most of all we believe in our product. HECK’s language is in its name, it’s who we are, and it’s what we do; making people stop and think – what the heck? In Partners we’ve found the right agency with the perfect attitude, capable of producing a stellar campaign with provocative ideas that will make us stand out from our competitors.”
Paul Vallois, managing partner, Partners Andrews Aldridge added: “HECK is a fantastic, entrepreneurial company with a distinct challenger brand mentality. They are experimental, risk taking and unconventional– eager to grab the market share the product deserves. This is a great opportunity to make them a staple of the nation’s households.”