CREATIVE BRIEF

Client: Heinz

Product/Brand/Service: Salad Cream

GET: Kiwi males and females (aged 18 – 55)

WHO: make lunches or dinners

TO: consider Heinz salad cream

BY: convincing them that food tastes better with Heinz Salad Cream.

What is the business problem we’re trying to solve?

Heinz Ketchup is one of the world’s best-known condiments. However, Heinz have a range other sauces which are less
well known. Heinz Salad Cream, for example, is a good alternative to ketchup and more suited to some meals where
ketchup might not be ideal, such as salads.

Salad Cream is similar to mayonnaise, however there is a slight but important difference between the sauces. They
may have almost identical ingredients, but crucially they use different amounts of each to provide a different taste.
Salad Cream uses more vinegar than oil whilst mayonnaise is the other way around. Heinz Salad Cream is just 22%
Rapeseed Oil whilst Heinz mayonnaise is 68%. Salad Cream also contains less fat with 100g of Salad Cream yielding
23.8g of fat and mayonnaise of the same brand containing 70g of fat. The minor difference in the amount of egg yolk
also makes a big difference, with mayo using more than Salad Cream.

Many people who like salad cream use it as a mayonnaise substitute when they want a creamy sauce with a bold,
‘zingy’ flavor. So, whilst many people are aware of Heinz Ketchup and mayonnaise, they would like to increase the
awareness of Heinz Salad Cream.

Who is the audience we want to connect with?

We are trying to target anyone who makes lunches or dinners. These could be for themselves, their partners, or their
children. They might be making sandwiches for the kids, or salads with a BBQ.

People like Sam and Jamie. Sam (45) and Jamie (43) live in Avondale with their two sons (aged 16 and 13). Sam
makes a salad for her lunch every day and sandwiches for the boys. These are usually ham or chicken and cheese with
a bit of salad. Jamie usually makes his own sandwiches out of leftovers for work. Sam and Jaime both work long hours
and like to come home and relax with their kids. They like watching cooking shows, but aren’t great cooks.

What is info telling us they think, feel or do now?

The boys have been complaining that their bored of their lunches, but Sam doesn’t have much time in the mornings to
make anything much more exciting. Jamie doesn’t do a lot of cooking, but loves a good barbeque in summer and is
interested in seasonings, relishes, spices or salsas that make his barbies better.

What do we want them to think, feel and do as a consequence of our action?

Think: Heinz Salad Cream makes meals taste better.
Feel: That’s an easy way to make my cooking tastier.
Do: Consider it when their doing your next shop.
What is the insight that will help us do great work?
They want to make something that tastes delicious, but don’t want to spend hours doing it. Our audience knows that
they are not gourmet chefs, and they are just happy serving up satisfying meals. They don’t expect to be praised for
their cooking, but they don't want it to cause any tantrums either.

SINGLE-MINDED PROPOSITION: Heinz Salad Cream can make any food taste better.

Note: A campaign line has already been created which you must use for this exercise:
“Any food tastes supreme with Heinz Salad Cream”.

What gives us the right to say this?

From humble beginnings in 1869 to providing one of the world’s most favourite condiments today, the history of HEINZ
is full of all kinds of delicious details. When H.J. Heinz started selling his horseradish, pickles, vinegar and a variety of
other sauces he sold them in clear glass jars, so customers could see the quality of the vegetables inside. In the
1900’s Heinz was the only food manufacturer to support the ‘Pure Food and Drug Act’ which set a standard of
cleanliness in food factories. By 1908 Heinz had become the largest tomato manufacturer in the world and in 1916
Heinz was one of the first brands to create a research facility dedicated to improving the quality of its produce. Today
Heinz continue to ensure that the ingredients in its sauces are of the highest quality. For example, their yellow mustard
use 100% natural ingredients and all the eggs used in its mayo and salad cream are 100% cage free. Heinz realises
that to make the tastiest sauces you must use the best ingredients.

DELIVERABLES - 1x Scamp of a print or poster execution.

There have already been a number of executions for this brief (See: ‘Any food tastes supreme with Heinz Salad Cream’
ads - http://tiny.cc/toq19y). You are required to produce a print or poster execution to extend this campaign. You must
use the line “Any food tastes supreme with Heinz Salad Cream”.

TIMINGS:

Week 2 – Briefing/Concepting W/C 22 July

Week 3 – Bring scamp to class for feedback. W/C 29 July
Week 7 – Submit scamp as part of your midpoint portfolio W/C 26 August

Final Portfolio -
This could also be a part of the final portfolio submitted at the end of the semester.