When Heinz wanted to inspire younger cooks to use Lea & Perrins Worcester sauce, the brand partnered with Sorted Food, a YouTube channel with particular strength in the 18-to-30 age bracket. With its established community and credible social footprint, Sorted Food proved a perfect fit for Heinz. Together they produced 10 recipe videos and two road-trip videos exploring the roots of Worcestershire sauce. Heinz then drove reach among relevant consumers using TrueView ads and remarketing lists. The result: 2.2 million channel views, increased brand awareness and a whole new audience of inspired younger consumers.


  • Inspire use and consumption of Lea & Perrins sauce
  • Drive trial and awareness among younger consumers


  • Launched Lea & Perrins YouTube channel
  • Collaborated with Sorted Food to produce a series of videos
  • Created five TrueView ads to extend reach among foodies
  • Used sequential remarketing to address interested consumers


  • 2.2m channel views — equivalent to three years — watch time
  • 90% average view rate
  • One new subscriber gained for every 107 views of the content
  • Strong increase in brand awareness and brand recognition
October 2014