Important Notice

"Heinz salad cream is not of a sexual nature so does not need sexual human figures in order to sell it. However due to the age group of the target audience, using food with salad cream, yet having sexual suggestions will engage the 'young' audience, make them smile, and create an element of fun. The food itself will also represent the age group of the target audience."

The imagery

The imagery will NOT have any human figure that is of sexual content in order to sell the product.


The imagery WILL have a suggestive sexual element to what it is trying to say, and have the food and slogan speak for itself.

Suggestive advertising

Finding suggestive elements within eating salad cream, and the food people eat in order to suggest sex, however relating to eating salad cream.

New Heinz Campaign

"Heinz Salad Cream just got saucier" 

Sex - Saucy

Heinz Salad Cream - Sauce

...?

SEX Sells

The psychology behind it is simple. It is very effective method for attracting immediate interest, holding that interest, and, in the context of that interest, introducing a product that somehow is linked with that interest… In this day and age the consumer’s attention span is narrowing and the number of brands trying to grab our short attention through various channels and mediums has grown exponentially. Hence a brand has only a couple seconds to catch your eye…

Here is the cold hard truth, “Sex Sells.” Hate or love it, sex attracts the eye more than any other type of advertisement. We are sexual beings, therefore are attracted to sexually related subjects, jokes, and other matters. Many companies use the sex concept in their favor, while adding a humorous element to it. Making you laugh and find the sexual cleverness of the advertisement, will most likely have you talking about the ad and sharing it with your peers.


Sexual Advertising will especially relate to ages 18 - 29...

Speaking there language

sexual innuendo????...but visual.

Interesting

"Love and sex play an important role in our lives and have major influence on relationships. So, finding the right food and drink can give you a boost in these pleasures."

By Omi Gurung • June 10, 2009

Source: http://www.desiblitz.com/content/best-food-for-sex-and-love

18 - 29 year olds

The first thing I need to think about is to engage the audience. The best way for this is to speak there language. Targeting the audience in a way they will understand, have a laugh with, find fun, and will start talking about salad cream again.

Highlight IIIII

18-29 year old adults, who are looking to add taste/tang to their favourite foods and sandwiches. They are an up-beat and sociable bunch, who love their food.

Highlight IIII

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!

Highlight III

Develop a creative campaign that attracts young people 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.

Highlight II

Our challenge is to get more 18-29 year olds eating Heinz Salad Cream, a young consumer market who may favour mayonnaise instead or haven’t eaten salad cream for years. We want to embed new eating behaviours for Heinz Salad Cream, making it more relevant for ‘today’s’ foods e.g. pizza, chips/potatoes, chicken and fish, sandwiches, wraps or as a dip. Mayonnaise adds moisture to food where salad cream adds both moisture and taste.

Highlights

The unique tangy sauce adding taste to favourites like cheese and cold meat sandwiches and salads.

Heinz Salad cream brief

The creative challenge

Today Heinz Salad Cream holds a special place in many people’s hearts as a brand they remember from their childhood; happy carefree summer days. The unique tangy sauce adding taste to favourites like cheese and cold meat sandwiches and salads.

However, over the years as food choices have become more varied and there are more sauce alternatives on the market, many consumers have slowly forgotten about Heinz Salad Cream. Recent research has shown that some consumers perceive it as being old fashioned and less versatile/relevant than other sauces. Although the product is very widely stocked in supermarkets some consumers struggle to find it when dining out (it’s not often found in cafés or pubs) and as a result it’s not at the forefront of many people’s minds.

What we do know is that when people try it, they really love the taste of Heinz Salad Cream and start buying it again! We need to re-engage consumers to remind them of the great taste Heinz Salad Cream has. Our challenge is to get more 18-29 year olds eating Heinz Salad Cream, a young consumer market who may favour mayonnaise instead or haven’t eaten salad cream for years. We want to embed new eating behaviours for Heinz Salad Cream, making it more relevant for ‘today’s’ foods e.g. pizza, chips/potatoes, chicken and fish, sandwiches, wraps or as a dip. Mayonnaise adds moisture to food where salad cream adds both moisture and taste.

 

Brief

Develop a creative campaign that attracts young people 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.

 

Creative Requirements

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 idea can take any format you feel appropriate. It would be ideal to have the potential to work across all manner of channels (new and traditional media, packaging, new products ideas, even the name is up for grabs!). Feel free to incorporate the Heinz Salad Cream Keystone logo, ‘It Has To Be Heinz’ logo and images of our packs into your work where appropriate. All assets can be found in the project pack.

 

Target Audience

18-29 year old adults, who are looking to add taste/tang to their favourite foods and sandwiches. They are an up-beat and sociable bunch, who love their food.