The campaign begins this month and markets the HP Sauce brand as "an essential part of a cooked breakfast" at the weekend.
The mailings will target young women shoppers who have lapsed from buying HP Sauce in recent years, or who have switched to a rival brand -- particularly generic supermarket versions. The pack will include a sachet of HP Sauce and a money-off voucher to entice recipients.
Polly Buckland, principle planner at EHS Brann Cirencester, said: "The door drop pack with the sample sauce sachet will drive familiarity and repeat purchase, mounting a challenge to own label varieties."
Heinz added that males were traditionally the primary consumers of HP Sauce, but women were often the main food shoppers in a household.
Paul Harvey, marketing manager at HP Sauce, said: "This activity targets recently lapsed users by re-engaging the key female homemaker audience to reaffirm its iconic status and grow its market share."