ycn heinz salad cream boards

Kirsty Hardingham & Lisa Whitaker YCN Heinz Salad Cream Campaign

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2013 Heinz SC & The Sunshine Van Festival Tour Campaign

ObjectiveWe 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.

SolutionWe 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


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Heinz SC & The Sunshine Van Festival Tour Campaign

Free taster Dip N Squeeze samples.

Free Heinz Salad Cream and chips available at the Sunshine Van

Campaign to run March 2013 to September 2013.Introduce Heinz SC & The Sunshine Van through Festival Ticket give away.Target audience young people aged 18 to 22 years old.

March 2013 April 2013 May 2013 June 2013 July 2013 August 2013 September 2013

Start Campaign

Glastonbury

T in the Park, Kinross-shire

Latitude, Suffolk

Wireless, Hyde Park

V - Festival, StaffordV - Festival, Reading

Leeds FestReading Bestival, Isle of Wight

Heinz SC & The Sunshine Van Festival Tour

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

MENU

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR2013 FESTIVAL TOUR

CHIPS AND

SALAD CREAM

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR


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Tour and free tickets competition promotion:• Website • Mobile App • Point of sale • Social Media such as Facebook and Twitter • You Tube viral Moving Image


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Point of saleBottle labels

Win tickets

TheTour


MENU

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

CHIPS AND

SALAD CREAM

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2013 FESTIVAL TOUR



GLASTONBURYLEEDS FESTT IN THE PARK

How do YOU like it?

Liveshare

Viral moving image on YouTube and VimeoWebsite of the tour

Campaign Media & Distribution - Win Festival Tickets

Adshel advertising Campaign


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Campaign Media & Distribution - Snap & Tag Competition

Brand marketers employ SnapTags™ to activate a wide variety of marketing campaigns with hundreds or even thousands of variations, all enabled by the SpyderLynk Platform. Use SnapTags to enable instant access to exclusive content. Grow social networking communities and allow social sharing. Deliver coupons, discounts and loyalty points. Power contests and sweepstakes. Even use them for mobile transactions and gift cards. It all starts with brand objectives.

Visit www.spyderlynk.co.uk for further details

SnapTags are the new QR codes except better. Brand imagery can be used inside the SnapTag and they work across both Smart phones and mobile phones.

Step 1 Download the SnapTag App (*) Step 2 Find a SnapTag and line up the SnapTag with the red ring

Step 3 The ring turns green when the SnapTag has been recognised

Step 3 Your customer is now linked to the SpyderLynk platform

* If you don’t own a Smart Phone take a photo of the SnapTag with your Mobile and you can still enter the competition and interact with Heinz Salad Cream


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The Campaign theme tune is a KC and the Sunshine Band hit called ‘That’s the way I like it.’

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

MENU

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR


CHIPS AND

SALAD CREAM

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR


2013

FES

TIV

AL

TO

UR

2013

FES

TIV

AL

TO

UR

2013 FESTIVAL TOUR

2013 FESTIVAL TOUR

Sample giveaway

A6 satin finish 240gsm card to include a free dip n squeeze salad cream pot. (Actual size)

The Sunshine Van

A customised 1960’s ice-cream van. The Van will offer free chip cones and salad cream including the new lemon and black pepper variety

The chip cone

Satin finish 240gsm cardIncludes details of the Liveshare photo competition

Live Heinz salad Cream photo sharing

Festival folk will be encouraged to share their salad cream experiences through Liveshare.com

This photo sharing platform enables Brands to create events which their customers can attend.

Photographs streamed at the event almost in real-time (can be moderated)

More details are available at liveshare.com

2013 Heinz SC & The Sunshine Van Festival Tour Campaign

ycn heinz salad cream boards

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