Heinz Salad Cream - Pourable sunshine

Heinz Salad Cream was a flagging icon. Sales were dwindling, and with consumers demanding fresher, more natural food, the brand was regarded as staid and synthetic.

Heinz Salad Cream – Pourable sunshine

Planned by: Peter Wilson, Jay Phillips, Neil Clarke, Edward RogersAgency: McCann Erickson

SUMMARY

Heinz Salad Cream was a flagging icon. Sales were dwindling, and with consumers demanding fresher, more natural food, the brand was regarded as staid and synthetic. People were even embarrassed to buy it. We needed to make them proud of it again.

The client suggested setting the record straight on the health front by informing consumers that its nutritional value is better than people think. But since Salad Cream always elicits an emotional response, we decided it would...

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