Heinz Salad Cream
For this project, I was set the task of encouraging 18-29yr olds to eat Heinz Salad cream. Whilst doing this, I thought about why this group doesn't really eat it much, and how I could change this. One of the reasons was the fact that a lot of people think it is more of a salad dressing rather than a sauce. This isn't helped by the name 'salad cream'. Therefore, I decided that I would try and get people to think of it more as a sauce, hence my concept of making Heinz salad cream more 'saucy'. The first thing I did was change the name of it to 'Heinz Saucy Cream'. I then took the saucy concept right the way through the campaign along with hints of innuendo, from kama sutra cards to scented candles. In doing this I also showed the versatility of the sauce showing it can compete with any other sauce on the market.
LOGO
PACKAGING - based on lube bottles
SAUCE SACHETS AND BOX - based on condom wrappers and box
BACK OF KAMA SUTRA CARDS; KAMA SUTRA CARDS AS A BOOKLET (FRONT AND BACK)
KAMA SUTRA CARDS
WINDOW VINYLS/GUERILLA ADS
DOOR HANGER; SCENTED CANDLE; HAMPER based on secret sex drawer
SHELF DISPLAY BOX FRONT VIEW - based on sex shop
SHELF DISPLAY BOX SIDE VIEW
ADSHELS WITH SAUCE DISPENSER
POINT OF SALE POPUP SHOP - based on sex shop
BUS STOP
