Brief: Get young people to either discover or rediscover the brand. Generate excitement around this unique quirky brand and engage consumers through upbeat/fun messaging. Get young people talking about Heinz Salad Cream again and be proud to say that they eat it! Encourage them to eat it on or with any of their favourite foods. Reinforce the message that Heinz Salad Cream is a tasty and versatile sauce for today.
Audience: 18-29 year old adults, who are looking to add taste/tang to their favourite foods and sandwiches. they are an up-beat and sociable bunch, who love their food.
Audience: 18-29 year old adults, who are looking to add taste/tang to their favourite foods and sandwiches. they are an up-beat and sociable bunch, who love their food.
My Response: "Start your own love story" with Heinz Salad Cream.
The concept is based around Dating websites, except it is 'Food Dating'. It encourages members of the public to take their Salad Cream sauce on dates with other foods until they have found their perfect salad cream combination.
You can socialise and connect with other Salad Cream lovers online and share recipes and what they love to pair with Salad Cream.
The Food Dating experience starts from the moment the person enters the food store.
The concept is based around Dating websites, except it is 'Food Dating'. It encourages members of the public to take their Salad Cream sauce on dates with other foods until they have found their perfect salad cream combination.
You can socialise and connect with other Salad Cream lovers online and share recipes and what they love to pair with Salad Cream.
The Food Dating experience starts from the moment the person enters the food store.
Signs around the Food store let people know their 'Love story' is about to begin.
These concertina labels hang around the neck of the bottles.
They play on Dating website themes. Making Salad cream have personality traits and then suggesting what the sauce may be seeking.
This is an example of what the bottle looks like on the shelf.
When the App code is scanned, you are taken to the 'Food dating' App, which gives you suggestions of types of foods you can combine with Salad Cream. And invite you to start your own personal love story with Heinz Salad Cream that day.
To add the the ''Food Dating' experience, different meals and snacks around the store will have stickers, created by Heinz Salad cream stuck to them. They say "Seeking a fun versatile sauce" etc. Which tempts the person to pair their Salad Cream with that food.
The app allows you to learn new recipes, socialise with other Salad Cream lovers, and potentially even start your own love story.
