YCN 2012 competition brief: get young people eating Salad Cream again. Our response was commended by YCN and published in their annual book.

1. salad cream
Carina Maggar & Elly Fenlon

2. the brief Get the young eating Heinz Salad Cream again!
Develop a creative campaign that attracts 18-29 year olds to Heinz
Salad Cream, encouraging 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. They are an up-beat and
sociable bunch, who love their food.
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!

3. the idea
Insight
The name ‘Salad Cream’ is really quite strange. We think
that this is a strength rather than a weakness, and should be
emphasised.
Solution
Our campaign draws attention to this by comparing the name
Salad Cream with other nonsensical words we use every day.
“Heinz Salad... Cream? It makes perfect nonsense.”

4. print

8. animation
( sample)

9. (Salad Cream splodge morphs into the world, and then into a lettuce.)
Oh by gosh! It really is a mad world out there, for the day that lettuce met a cow;
only
I know
You know what we mean
how when we say Salad Cream.
for only Jim knows how.

10. the script “The wonderful world of names is really quite absurd,
for have you heard that there is a word for insects that is ladybird?
Have you ever, because I have never, been greeted with a pine in my apple.
It really is quite dandy, and something quite outstanding
that a lion and a flower, should be crossed with one another.
Oh the words of one, are but never done, can you imagine the delight
that butter had, when introduced to the nut that then was squashed?
Oh by gosh! It really is a mad world out there,
for the day that lettuce met a cow; for only Jim knows how.
From their meeting grew a glorious concoction; a substance most boggling.
With a zing and a zang and a yum and a pang; a taste was born.
Enjoyed on crumpets and chips, aeroplanes and ships; a flavour that travels the
world.
To be had by little boys and little girls, brothers and sisters, misses and misters;
make of it what you will. On riverbanks, mountains, deserts and dunes;
whether this side of earth or the other side of the moon.
Any place or time is perfectly fine to embrace the taste that is so divine.
You know what we mean when we say Salad Cream.”
(Please check zip file for attached sound.)

11. point of sale
To really engage our audience, we thought
it would be fun to let them create their own
names for Salad Cream. This happens, firstly,
through a stunt being thrown in supermarkets
across the country. All original Salad Cream
bottles would be replaced with limited edition
bottles that have blank labels and a Salad
Cream themed Sharpie attached.

14. digital
The blank labels are followed through
by a competition on the Heinz facebook
page where consumers have a chance to
get their new name printed onto bottles.
If they get stuck for inspiration, they can
try out a random word generator game
called the ‘nonsensilator’.

19. digital
- game