This was a competition brief set in 2011 by YCN. Heinz wanted make the young eat Salad Cream again, as it seemed to be a forgotten condiment. 

My thinking behind the campaign is that Heinz Salad cream adds a little bit of fun in your everyday meals, making it a must have at the dinner table. The line 'Be playful with' leaves it to the audience how they use the salad cream, my adverts just make a few suggestions.

Some of the adverts have a cheeky side to them, however they are conveyed subtly as Heinz is a family brand.