Professional Documents
Culture Documents
Heinz Salad Cream BRIEF 2019 v1.00
Heinz Salad Cream BRIEF 2019 v1.00
Heinz Salad Cream BRIEF 2019 v1.00
Client: Heinz
BY: convincing them that food tastes better with Heinz Salad Cream.
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.
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.
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”.
TIMINGS:
Final Portfolio -
This could also be a part of the final portfolio submitted at the end of the semester.