Start Campaign
March 2013
Heinz SC & The Sunshine Van Festival Tour April 2013
May 2013
June 2013
July 2013
August 2013
T in the Park, Kinross-shire
V - Festival, Stafford V - Festival, Reading
Latitude, Suffolk Glastonbury
Wireless, Hyde Park
Tour and free tickets competition promotion: • Website • Mobile App • Point of sale • Social Media such as Facebook and Twitter • You Tube viral Moving Image
Heinz SC & The Sunshine Van Festival Tour Campaign
Leeds Fest Reading
September 2013
Bestival, Isle of Wight
Free taster Dip N Squeeze samples. Free Heinz Salad Cream and chips available at the Sunshine Van
Campaign to run March 2013 to September 2013. Introduce Heinz SC & The Sunshine Van through Festival Ticket give away. Target audience young people aged 18 to 22 years old.
Lisa Whitaker YCN Heinz Salad Cream Campaign Board 1 of 5
Adshel advertising Campaign
Viral moving image on YouTube and Vimeo
Campaign Media & Distribution - Win Festival Tickets
Point of sale Bottle labels
Lisa Whitaker Heinz Salad Cream Campaign Board 2 of 5
Step 1 Download the SnapTag App (*)
Step 2 Find a SnapTag and line up the SnapTag with the red ring
Step 3 The ring turns green when the SnapTag has been recognised
Step 3 Your customer is now linked to the SpyderLynk platform
Brand marketers employ SnapTags™ to activate a wide variety of marketing campaigns with hundreds or even thousands of variations, all enabled by the SpyderLynk Platform. Use SnapTags to enable instant access to exclusive content. Grow social networking communities and allow social sharing. Deliver coupons, discounts and loyalty points. Power contests and sweepstakes. Even use them for mobile transactions and gift cards. It all starts with brand objectives. Visit www.spyderlynk.co.uk for further details * If you don’t own a Smart Phone take a photo of the SnapTag with your Mobile and you can still enter the competition and interact with Heinz Salad Cream
Campaign Media & Distribution - Snap & Tag Competition
SnapTags are the new QR codes except better. Brand imagery can be used inside the SnapTag and they work across both Smart phones and mobile phones.
Lisa Whitaker YCN Heinz Salad Cream Campaign Board 3 of 5
Sample giveaway A6 satin finish 240gsm card to include a free dip n squeeze salad cream pot. (Actual size)
Live Heinz salad Cream photo sharing Festival folk will be encouraged to share their salad cream experiences through Liveshare.com
The chip cone Satin finish 240gsm card Includes details of the Liveshare photo competition designed and made by Kirsy using the logo Campaign logo I designed
2013 Heinz SC & The Sunshine Van Festival Tour Campaign
The Campaign theme tune is a KC and the Sunshine Band hit called ‘That’s the way I like it.’
This photo sharing platform enables Brands to create events which their customers can attend. Photographs streamed at the event almost in real-time (can be moderated) More details are available at liveshare.com
Lisa Whitaker Heinz Salad Cream Campaign Board 4 of 5
Tone of voice
Heinz already have the perfect sample “Dip or squeeze’ design for ketchup
Concept & Context
Brief: Develop a Campaign which will get 18-22 Year old young people to eat Heinz Salad Cream The tone of voice of the majority of previous campaigns has been middle of the road often using classical music with voice over by a mature middle class man or woman.
Lisa Whitaker Heinz Salad Cream Campaign Board 5 of 5