Objective We were asked to create a fun and engaging campaign that will re-introduce a younger generation into eating Heinz Salad Cream. The campaign had to have an upbeat and vibrant tone of voice in order to appeal to the target audience of 18-29 year olds.
Solution We have created a campaign that is sunny and fun. Heinz SC and The Sunshine Van, is a Salad Cream van that will travel up and down the UK to some of the biggest summer festivals. The van will be a customised 1960’s ice- cream van to enhance the retro feel of the campaign. The van will give away free Salad Cream and chips to encourage a younger generation to enjoy the taste of Salad Cream. The SC and the Sunshine Van is a play on words from KC and The Sunshine Band and their song ‘That’s the way I like it’ is used in the campaign. This sets the tone of voice for our campaign perfectly; their song is memorable and cheerful. The campaign includes: •
A moving image using KC & The Sunshine Band, ‘That’s the way I like it’ which sets the scene for the whole campaign
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A series of Adshel Adverts to kick start the campaign
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A Competition to win Festival tickets using new technology called Snap Tags. These can be linked to social media like Facebook to broaden Heinz’s opportunities to communicate with their target audience.
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The Heinz SC & The Sunshine Van touring around Festivals
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Free giveaway at the festivals. Dip n Squeeze Heinz Salad Cream pots based on the Heinz Ketchup Dip n Squeeze pots
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Encourage people to share their Salad Cream experience using a new Photo sharing platform called LiveShare
2013 Heinz SC & The Sunshine Van Festival Tour Campaign
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Start Campaign
March 2013
Heinz SC & The Sunshine Van Festival Tour April 2013
June 2013
May 2013
July 2013
August 2013
T in the Park, Kinross-shire
V - Festival, Stafford V - Festival, Reading
Latitude, Suffolk Glastonbury
Wireless, Hyde Park
Leeds Fest Reading
September 2013
Bestival, Isle of Wight
Free taster Dip N Squeeze samples.
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Free Heinz Salad Cream and chips available at the Sunshine Van
Tour and free tickets competition promotion: • Website • Mobile App • Point of sale • Social Media such as Facebook and Twitter • You Tube viral Moving Image
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Heinz SC & The Sunshine Van Festival Tour Campaign
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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.
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Adshel advertising Campaign
The Tour Win tickets
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Website of the tour
Campaign Media & Distribution - Win Festival Tickets
Point of sale Bottle labels
Viral moving image on YouTube and Vimeo
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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.
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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 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)
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More details are available at liveshare.com
The Sunshine Van
The chip cone
A customised 1960’s ice-cream van. The Van will offer free chip cones and salad cream including the new lemon and black pepper variety
Satin finish 240gsm card Includes details of the Liveshare photo competition
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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.’
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