Aim: Get young people eating Salad Cream again.
Target Market: Students aged between 18-29years.
Insight: Student love taking photographs of their food and sharing it on social media.
Idea:
HEINZ Salad Cream was very popular during WW2 as it had very little competition and it was seen as the ideal way to transform their boring, plain rations into something more exciting. We want to bring the war-time element back to HEINZ Salad Cream with this campaign by showing how it can revive your rations, however this time it's student rations. By playing on the fact that Salad Cream has been transforming rations since the 1920's we will use iconic war-time advertisments to show how it is still relevant today.
Press Ads:
These would be situated around universities to generate initial awareness for the campaign. They would be placed in areas such as the canteen, or at the bus stops when students may be going to do their food shop.
Social Media:
As students love to post photographs of their food on social media we decided to create a recruitment aspect to the campaign. Ad's like the one below would be designed to get people creating and sharing their Salad Cream creations in order to help inspire other students. We ultimately want to see the best ways to use Salad Cream besides on salads and gather the images via the #revivingrations hashtag. Another popular platform to post images on is Instagram, therefore the campaign would run onto this platform as well. This ad would be posted on HEINZ's offical Facebook page and the HEINZ Salad Cream page.
Coupon Incentives:
To continue the theme further and to make purchasing Salad Cream more appealing to this younger demographic we have created these ration card style coupons. This would encourage students to give it a try as they are saving money. These coupons would be distributed via mailing systems, emails and via downloadable links on the Facebook page.
