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.