YCN concept development

Concept Brief title Create sample size salad cream and associated Campaign to promote Heinz Salad Cream to 18- 22 year old students

What is the problem?

The slump in popularity of salad cream has led to reduced sales How to raise the profile of Salad Cream above other dressings and sauces How to embed new eating behaviours for Salad Cream How to modernise a Heritage Brand How to engage young people with Salad Cream

We intend to inform, persuade and promote to a group of 18- 22 year old students and festival lovers that salad cream is the sauce of choice by offering : free samples to promote the taste & serving suggestions at festivals/ Freshers fairs The events will be promoted before via a Salad Cream Mobile App, Facebook and links to the Festival websites The App/websites will offer free offers at the Festivals if you go to our Salad Cream Van and also interaction where photos of how you ate your salad cream at the festival photos.

Lisa and Kirsty

OUGD203

YCN Collaboration

Content Current products

New Products

Price range

Bottle details > 285g glass bottles

40p to 54p per 100g

> 260g//295g/420g/425g/ 460g / 600g plastic bottles Previous straplines

Current straplines

“Salads were made for it” “original tangy taste” “Any food tastes supreme with Heinz Salad Cream”

Pourable sunshine

The Competition

Lisa and Kirsty

OUGD203

YCN Collaboration

Target audience

The brief specified that the target audience for the brief was 18-29 year olds. We have narrowed this to 18-22 year olds, which is a young students age.

The reasoning for this choice was that the upper end of the target audience that YCN set could have been aimed at young families, but HEINZ wants to promote it to a younger audience.

We also felt we would be more scope and we could have more fun!

We also want to focus on young people who go to festivals, which does tend to be a lot of students. This is because we have researched into events that would attract students and where companies go to promote themselves.

The tone of voice needs to be fun and upbeat.

Lisa and Kirsty

OUGD203

YCN Collaboration

Product/ Deliverables

Salad cream already has small sample sizes but you dont seem to find them in pubs or cafes anymore. We are going to create products much like the Dairylea dippers, which we believe will appeal more to a student generation. Students either dont like salad cream or just dont know how versitile it is.

For our outcome we were thinking of creating a campaign where we would mock up an ice cream van and turn it into a salad cream van that goes to festivals and students can order salad cream and chips etc We are also considering making a piece of motion graphics for promotion, this would be used at the festivals and freshers fairs.

Lisa and Kirsty

We would also like to conduct taste testing at these events to hopefully allow students to understand and appreciate the great taste of salad cream.

OUGD203

YCN Collaboration

Media // Distribution

The Campaign Promote the Salad Cream Van at Music festivals aroung the UK through a Mobile App and Social Media such as Facebook. The App will have offers for free festival food and salad cream samples. The Campaign will have an interactive element where by Festival goers share via Photographs how they ate their salad cream at the Festival.

Lisa and Kirsty

OUGD203

YCN Collaboration