salad cream

Carina Maggar Elly Fenlon&

the briefGet the young eating Heinz Salad Cream again!

Develop a creative campaign that attracts 18-29 year olds to Heinz Salad Cream, encouraging them to eat it on or with ANY of their favourite foods. Reinforce the message that Heinz Salad Cream is a tasty and versatile sauce for today. They are an up-beat and sociable bunch, who love their food.

Get young people to either discover or rediscover the brand. Generate excitement around this unique quirky brand and engage consumers through upbeat/fun messaging. Get young people talking about Heinz Salad Cream again and be proud to say that they eat it!

the ideaInsight

The name ‘Salad Cream’ is really quite strange. We think that this is a strength rather than a weakness, and should be emphasised.

Solution

Our campaign draws attention to this by comparing the name Salad Cream with other nonsensical words we use every day.

“Heinz Salad... Cream? It makes perfect nonsense.”

print

animation(sample)

Oh by gosh! It really is a mad world out there, for the day that lettuce met a cow;

for only Jim knows how.

You know what we meanwhen we say Salad Cream.

onlyI knowhow

(Salad Cream splodge morphs into the world, and then into a lettuce.)

the script“The wonderful world of names is really quite absurd,

for have you heard that there is a word for insects that is ladybird?

Have you ever, because I have never, been greeted with a pine in my apple.

It really is quite dandy, and something quite outstanding

that a lion and a flower, should be crossed with one another.

Oh the words of one, are but never done, can you imagine the delight

that butter had, when introduced to the nut that then was squashed?

Oh by gosh! It really is a mad world out there,

for the day that lettuce met a cow; for only Jim knows how.

From their meeting grew a glorious concoction; a substance most boggling.

With a zing and a zang and a yum and a pang; a taste was born.

Enjoyed on crumpets and chips, aeroplanes and ships; a flavour that travels the world.

To be had by little boys and little girls, brothers and sisters, misses and misters;

make of it what you will. On riverbanks, mountains, deserts and dunes;

whether this side of earth or the other side of the moon.

Any place or time is perfectly fine to embrace the taste that is so divine.

You know what we mean when we say Salad Cream.”(Please check zip file for attached sound.)

point of saleTo really engage our audience, we thought it would be fun to let them create their own

names for Salad Cream. This happens, firstly, through a stunt being thrown in supermarkets across the country. All original Salad Cream bottles would be replaced with limited edition

bottles that have blank labels and a Salad Cream themed Sharpie attached.

digitalThe blank labels are followed through

by a competition on the Heinz facebook page where consumers have a chance to get their new name printed onto bottles. If they get stuck for inspiration, they can try out a random word generator game

called the ‘nonsensilator’.

digital- game