The objective of the brief was to make young people rediscover the brand through a fun and upbeat campaign. As the target audience for this is 18 to 29 year olds I based the idea around something that the target audience are very much interested in.
Along with other things sex is one of the most important subjects to this target audience, therefore I based my campaign around sex in a subtle and inoffensive way. The strap line I came up with states “salad cream makes food excited” and to show this I have created scenario’s where food items are having erections due to the fact they have salad cream on them.
