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Travellers Touchdown To a Taste Of Home!
The weather might be great, but after two weeks of ‘fishy’ paellas, mushy moussakas, dodgy tummies and strange TV, many holidaymakers long for the familiar comforts of home.
To cure the home comfort blues, Heinz has set up the ‘It Has To Be Heinz’ arrivals lounge at Gatwick’s South Terminal. Resembling a giant Heinz can, the lounge will serve up some of the brand’s most iconic products throughout Easter Monday (Apr 5) and is designed to provide travellers with the comforting feeling of home the moment they touchdown on British soil.
Chris Cannon, head of marketing for Heinz Foodservice, said: “For people arriving back from foreign travels, there is nothing better than settling into a relaxing, homely atmosphere, and that’s what we want to provide with the ‘It Has to be Heinz’ arrivals lounge.”
The arrivals lounge follows the results of a new survey commissioned by Heinz(1), which shows that more than 21 percent of UK adults miss traditional comfort foods like Heinz Beanz on toast, chips with Heinz Tomato Ketchup and Heinz Cream of Tomato Soup, suggesting that sometimes in life it just has to be Heinz.
A further 22 percent admitted they cannot bear to fall behind with the latest happenings of TV programmes like Coronation Street and Eastenders.
With an estimated 60 million(2) Brits packing their bags and heading for foreign shores this year, combined with the fact Heinz Beanz on toast was recently voted the nation’s favourite comfort dish(3), it is also the ideal time to look into making Heinz available at World Duty Free.
Heinz is now in talks with the organisation to sell its products in airport duty free shops, allowing holidaymakers to stock up on their favourite comfort foods in departures and arrivals.
It Has To Be Heinz is the biggest combined retail and foodservice campaign to be launched by Heinz in five years, highlighting the deep connections the Heinz brand holds with consumers and the fact some things just ‘have to be’.
References
1. Research commissioned by Heinz - March 2010
2. ONS figures of UK visits abroad, Q4 2008 – Q4 2009
3. The Comfort Index study was conducted by Mindlab International Ltd, at the Sussex Innovation Centre, based at the University of Sussex. A national survey of 1,000 UK adults was conducted to determine which foods are considered the nation’s top comfort foods of choice. The Comfort Index Formula was derived using analysis data to find out the relative importance of each property of the food in respect of how comforting it is felt to be.
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