This is a very important part of my research as I need to establish how Heinz work and where they are potentially 'going wrong' when it comes to targeting an audience of 18-29 year olds.
The first thing that I have looked at is TV advertising. Tv has a huge impact on our lives, most people own at least one TV and adverts are cropping up all the time trying to get you to buy or invest in a service or product. We are bombarded with advertising on a daily basis, so how does Heinz approach advertising to engage with their target market.
The first thing that I started to notice with Heinz Salad Cream adverts was that they played a lot on humour. They use salad cream in funny, real life situations. This advert is what appears to be a student cleaning his room and finding an old bit of pizza under his bed sheets. When he first finds it and inspects it you expect him to throw it in the bin. He takes the pizza downstairs and gets out his Heinz salad cream and squirts it all over the pizza slice and then eats it!
The best part about this advert that really works is the fact it is funny. Humour in my opinion is the best way to engage with an audience, I feel if you can make someone laugh then your on to a winner!
This appears to be the only ad I could find that was targeted at a student age
This advert is targeted at an older generation and in this instance a couple. The woman has a face mask on with cucumber over her eyes whilst her husband is making a sandwich. The phone starts ringing and the man wont answer it so the woman takes her cucumber off and leaves it on the side. The husband then takes the cucumber and adds it to his sandwich, he then smothers it in Heinz Salad Cream and eats it!
Heinz are again pushing the idea that salad cream will make anything taste good. The thing that I most liked in this ad was the fact that they used a married couple, it makes it funny how the wife was taking 5 minutes out but still had to answer the phone because her husband was too worried about eating! Says it all really.
This again is a funny joke. In a way its being a bit stereotypical but in a funny way. The tramp goes into a corner shop asking for his usual bottle, which you would automatically think was a bottle of alcohol. But instead the shop assistant hands him a bag with a bottle of Heinz Salad Cream in it! He then spots a bin with old food in it and gets stuck in, because 'Anything tastes supreme with Heinz Salad Cream'!
This advert is amazing to watch. The guy eats a billboard poster of a Heinz Salad Cream advert by covering it in salad cream. He actually ate it! This is a very exciting way of engaging with your target audience because it is so amazing! If I didnt like salad cream, this advert would definetely make me try it out.
This was one of the much older adverts for salad cream, its really simple but I would definitely say it is targeted at a much older audience.
The thing that works well with these adverts is the fact they use humour, it is a very successful tool to use. Heinz said in their brief that they wanted their salad cream to become more appealing to a younger audience. I dont know if they have tried this and are going the wrong way about it, or if they are just focusing on those customers who have been buying into the brand for years.
Obviously these adverts arent campaigns, they are just shown on TV to promote the product. We have been asked to create a campaign that will kick of the promotion to a younger target audience. We can use the fact that salad cream adverts try and be quirky but make it so that this 'tool' is used to engage with 18-29 year olds.
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