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.

 

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.

 

I tackled the brief by exploring the different types of young people and the situations they encounter. This led me onto the student lifestyle of young people and their unique ability to attempt to reuse many materials. 

The concept created was one in which the Heinz Salad Cream became 'part of the furniture'. The campaign would showcase not only the subliminal versatility of Heinz Salad Cream [used with many foods] but also the likeability of the product.