Heinz Salad Cream is launching a new ?2m marketing campaign, featuring the strapline ?Bring on the Zing?, to drive awareness of the brand and increase penetration amongst 25-44 year olds.
Designed to remind shoppers of the taste of Heinz Salad Cream, the campaign ? which kicked off on 24th May ? will run across print, radio and outdoor advertising.
It will also include active consumer engagement through digital and experiential activity.
Inspired by Pop Art, the new adverts, created by AMVBBDO, will feature the iconic Heinz Salad Cream top down bottle alongside taglines, such as ?The Ham-azing Crusty Roll?, ?The Egg & TomatOMG? and ?E-Dam that?s good?.
They will be supported by a series of radio slots featuring the celebrity voice of The Fast Show actor, Mark Williams.
He will be enticing consumers to transform their sandwiches with a dollop of Heinz Salad Cream and ?make bagels brilliant, baguettes beautiful and your bloomers blossom?.
The campaign will also see the brand undertake a new label design across its entire portfolio.
The new, fresh and modern look aims to drive standout on shelf and align Heinz Salad Cream with the rest of the Heinz Sauce family.
Each bottle in the range has its own distinct colour scheme to help differentiate the varieties and make it easier for consumers to select the right sauce for their sandwich.
Experiential activity will support the advertising drive to build momentum and excitement.
Heinz will hit the road across Britain, giving away 1 million Heinz Salad Cream squeezme! samples, aiming to inspire the public with new ways of livening up lunchtimes.
Ian McCarthy, marketing controller, Heinz Salad Cream said:
?Heinz Salad Cream has a big distinct flavour and the advertising campaign has been developed to bring this to life and remind consumers of the incredible taste that Heinz Salad Cream brings to sandwiches.
?With sandwiches being the UK?s biggest meal occasion, we aim to help consumers ?Bring on the Zing? to theirs and highlight usage occasions and key host foods to encourage a modern twist to a much loved Heinz classic.?
Digital activity for ?Bring on the Zing? will run across Heinz digital platforms, offering consumers a selection of activities, from personalised lunch boxes to competitions and games. In-store activity will also support the campaign from June onwards.
Heinz Salad Cream is the 3rd biggest sauce brand in the UK market.
The salad cream category is currently worth ?60.5m; Heinz Salad Cream is worth ?46.8m.
Source: http://www.fdin.org.uk/2013/06/2-marketing-campaign-for-heinz-salad-cream/
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