The Concept
Designers
We have created a mock charity campaign, under the name ‘The Heinz Appeal’. This focuses specifically on Heinz Salad Cream’s biggest competitor Mayonnaise. Appealing on behalf of mayonnaise to then encourage consumers to buy Salad Cream as the ‘ethical alternative’. The idea behind this is to appear on first glance serious, but with further interaction from the user amuse, a tone that we feel would be appropriate in appealing to the target audience. We appear like a legitimate charity as it gives a huge scope in the method of delivery.
Sam Edwards
1
Email: se91786@students.leeds-art.ac.uk Liam Rushfirth Email: lr85595@students.leeds-art.ac.uk Chris Lawson Email: cl87676@students.leeds-art.ac.uk
The Heinz Appeal
Printed Media
Designers
This is the pack that would be sent out to offices around the country. It includes the Charity Handbook, a pin up calendar and stationery. It encourages interaction with the campaign, and promotes the brand through daily viewing.
Sam Edwards
2
Email: se91786@students.leeds-art.ac.uk Liam Rushfirth Email: lr85595@students.leeds-art.ac.uk Chris Lawson Email: cl87676@students.leeds-art.ac.uk
The Heinz Appeal
Tags & T-Shirts
Designers
The tags are a device to promote the campaign, in-store, whilst retaining the original glass bottle. On the back are perforated tickets that can be sent off for T-shirts, increasing the incentive to buy and to take part in the campaign.
Sam Edwards
3
Email: se91786@students.leeds-art.ac.uk Liam Rushfirth Email: lr85595@students.leeds-art.ac.uk Chris Lawson Email: cl87676@students.leeds-art.ac.uk
The Heinz Appeal
Digital Media
Designers
As the digital world is forever expanding, we thought it would be necessary to create an online presence for the campaign. This includes social networking and an extension on the official website, which will make information easy to find.
Sam Edwards
4
Email: se91786@students.leeds-art.ac.uk Liam Rushfirth Email: lr85595@students.leeds-art.ac.uk Chris Lawson Email: cl87676@students.leeds-art.ac.uk
The Heinz Appeal
TITLES & HEADINGS HELVETICA BOLD SUB HEADINGS HELVETICA REGULAR BODY HELVETICA COPYLIGHT & LOGO
Identity & Environmental Media
Designers
The Heinz Appeal uses different weights of Helvetica; copy can easily be read at both large and small scale, the message is clear and it benefits the clean execution of the project. The colour scheme reflects directly on the existing branding, to promote recognition of Heinz Salad Cream. The vending machine would be located in office canteens, supplying only Heinz Salad Cream in lunch-sized bottles. The pop-up shop would be located in central business districts, getting the product out to the target audience of young professionals.
Sam Edwards
5
Email: se91786@students.leeds-art.ac.uk Liam Rushfirth Email: lr85595@students.leeds-art.ac.uk Chris Lawson Email: cl87676@students.leeds-art.ac.uk
The Heinz Appeal