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
•
A series of Adshel Adverts to kick start the campaign
•
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.
•
The Heinz SC & The Sunshine Van touring around Festivals
•
Free giveaway at the festivals. Dip n Squeeze Heinz Salad Cream pots based on the Heinz Ketchup Dip n Squeeze pots
•
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
Kirsty Hardingham & Lisa Whitaker YCN Heinz Salad Cream Campaign Board 1 of 5