Deliverables Context

FEMA

Examples of Design Direction

These examples of packaging demonstrate the sort of range that needs to be considered; the condiments themselves, the taster packs as well as a clear indication of what sauce is what. This is done by the colour coding.

http://www.packagingoftheworld.com/2011/10/just-add.html

This range demonstrates the way I would like to approach to type side of things, using a much more interesting and engaging way of communicating the messages I will be using in the campaign and on the packaging.

This is exactly what the taster packs would look like/be a good visual starting point. 

Another example of how the sauce bottles will be composed, the layout and type on this jar are the overall visual approach I will be utilising for this brief.

British Flavours

Stumbled upon some cool ideas for the range of products for Heinz, on the national trust site of all places!



The taste specialists sampled food and drink from across the UK selected by regional food experts to represent the distinctive and unique palate of the region. They applied their trade skills to the job at hand, making sure to smell, touch, look at and savour the tastes in order to build as big a picture as possible. The results were fascinating:

• South West – primary flavour cream and honey
• South East – primary flavour vivid and fresh
• Midlands – primary flavour gamey and proud
• Northern Ireland – primary flavour assertive
• East of England – primary flavour mellow fruitfulness
• North West – primary flavour savoury and lingering
• Wales – primary flavour green and wild
• Yorkshire and North East – primary flavour, earthy but sweet

Oz Clarke said:

'I was struck by the unmistakable differences we found in regional produce, from the white beetroot from the East, which tasted sweet and earthy – like it was sprinkled with fairy dust - to the Stourhead beef in the South West, evoking liquid life, outdoor grass and sunshine.

Despite such tasty delights on our doorstep, our diets have become filled will homogenous high-salt and additive-filled meals, which means we need to re-learn the way we eat – and taste – if we are to save our nation’s distinct flavours.'

Salad Cream Slump

Finally found some context to my argument for creating a new range of Salad Cream flavours from thegrocer.co.uk;

Premier Foods is squaring up to Heinz in the salad cream category with a Branston range. Branston Salad Cream with a Twist, rolling out next month in squeezy format, comes in Classic with a hint of Dijon mustard, a Garlic & Herbs variant and a Caramelised Onion flavour (rsp: £1.49). The threesome would do for the salad cream sector what Branston had "already done for the mayo and relish categories", said Scott Perry, marketing controller at Branston. "We are always looking for ways to liven up meals and categories and Salad Cream with a Twist will do just that." Premier Foods launched Branston Relish in 2005 and it now claims to have a 62% share of the £11m category, while Branston Mayo hit £2.9m in first year sales after launching in May 2009 [SymphonyIRI]. Salad cream sales were down 4.6% to £57m in the last year [SymphonyIRI]. Basically, I need to come up with a range and a marketing campaign that will blow the competition out of the water. I will base it on the feedback I get from the email I sent out earlier today as well as correlated evidence from reviews, forum chat and appropriate feedback from the email.

Heinz Problems

Had another look through the brief and have identified some key issues/problems that need to be solved.

• Competition - More sauce alternatives on the market as opposed to what was the 'british culinary classic' - salad cream
• Consumers think it is old fashioned
• The product is not at the forefront of people's minds
• Not enough people remember the taste, but as soon as they do, they remember how good it tastes.

Mandatories - 

• Attract younger audience
• Encourage people to eat it 
• Promote that it is tasty and versatile
• Upbeat/fun messaging
• Get people talking about it
• Modern feel
• Heinz in capital letters
• Campaign must have food values
• "It has to be Heinz"

Keeping all of this in mind, the campaign will most likely include some or all of the following:

• Posters +adshels +PoS +On campus 
• Quotes; typography has to feel fun and quirky; maybe handmade to give the brand a more unique identity
• New line of products based on feedback/research
• TV ad of sorts; stills from it

Seriously Good

Opinions Forum

Open publication - Free publishing

Reviews From Forum

Open publication - Free publishing

Quotes related to salad cream

1. FAWLTY TOWERS

Basil Fawlty: Is there anything else I can get you to eat, *sonny*? 

Master Heath: I’d like some bread and salad cream. 

Basil Fawlty: To eat? Well, there’s the bread and there’s the mayonnaise. 

Master Heath: I said salad cream, stupid!

2. We don’t need a melting pot in this country, folks. We need a salad bowl. In a salad bowl, you put in the different things. You want the vegetables - the lettuce, the cucumbers, the onions, the green peppers - to maintain their identity. You appreciate differences.

Jane Elliot

Read more: http://www.brainyquote.com/quotes/keywords/salad.html#ixzz1edufIG5b

3. There will never again be an official salad cream of the Olympic Games.

~ Michael Payne


4. “To do a common thing, uncommonly well, brings success.” - Henry John Heinz

5. In Europe, whether you're young or young at heart, you know Heinz is the one name that delivers good food and good times every day.


6. 

Salad cream sounds like something you'd put on your salad to remedy an ailment.

7.

Salad cream, crunchy peanut butter and Cheddar cheese sarnies, now that's a culinary experience!

8. Do you like salad? No, me neither. 

9. It’s time to bring on the salad cream

10. Wait, is that Salad Cream I can smell?

11. 

Salad Cream Definitions

http://www.definitions.net/definition/salad%20cream

Heinz Flavour

"The new flavour is the brainchild of Heinz Salad Cream Senior Brand Manager Lynsey Hurst, who came up with the idea whilst making a sandwich on a quiet night in.

Experimenting by stirring a squeeze of lemon and a twist of black pepper into some Heinz Salad Cream, she gave the sauce a tangy freshness she really liked.

Excited by her creation, the next day she brought it to the office for everyone to try. Less than a year later Lynsey is bringing the unique new taste direct from her kitchen to supermarket shelves everywhere for fans to enjoy."

Lies and Subterfuge

8. Is it 50% lower in fat than standard mayo market leader?

They lied to us. Nowhere near the stated amount of reduced fat. Actually its Waitrose who provide the lowest fat original salad cream.

Heinz:

Lifestyle

Suitable for vegetarians.

Allergy advice

Contains: Eggs and Mustard

Free From: Artificial Colours, Artificial Flavours and Artificial Preservatives

Nutrient	Per 100g
Energy - KJ	1394kJ
(Calories)	336kcal
Protein	1.6g
Carbohydrate	20.4g
(Of which sugars)	(17.5g)
Fat	27.0g
(Of which saturates)	(2.0g)
Fibre	0.3g
Sodium	0.7g
Salt Equivalent	1.7g

Tesco:

Nutrition

Typical Values	100g contains	Each tablespoon (15g) contains
Energy	1265kJ (305kcal)	190kJ (46kcal)
Protein	0.7g	0.1g
Carbohydrate	16.7g	2.5g
Sugars	14.0g	2.1g
Fat	26.1g	3.9g
Saturates	3.0g	0.5g
Fibre	0g	0g
Sodium	0.9g	0.1g
Salt Equivalent	-	0.3g

Sainsburys:

Ingredients

Water, Rapeseed Oil (27%), Sugar, Spirit Vinegar, Mustard Flour, Salt, Modified Maize Starch: Modified Maize Starch, Glucose Syrup; Dried Egg Yolk (2%), Preservative: Potassium Sorbate; Stabilisers: Guar Gum, Xanthan Gum; Colour: Riboflavin. 

Nutrition

	Per 100g	Per tablespoon	% based on GDA for adult
Energy	1496kJ	224kJ	-
	361kcal	54kcal	2.7%
Protein	1.5g	0.2g	0.4%
Carbohydrate	21.4g	3.2g	1.4%
Total Sugars	21.4g	3.2g	3.6%
Starch	0.0g	0.0g	-
Fat	29.6g	4.4g	6.3%
Saturates	2.3g	0.3g	1.5%
Mono unsaturates	18.4g	2.8g	-
Polyunsaturates	7.6g	1.1g	-
Fibre	1.4g	0.2g	0.8%
Salt	2.33g	0.35g	5.8%
Sodium	0.93g	0.14g	5.8%

Asda:

Ingredients

Water , Vegetable Oil (25%) , Sugar , Spirit Vinegar , Mustard Flour , Pasteurised Dried Egg Yolk (1.8%) , Modified Maize Starch [contains Glucose-Fructose Syrups] , Salt , Stabilisers (Xanthan Gum, Guar Gum) , Colour (Riboflavin) .

Other information

Dietary Information

Suitable for Vegetarians.

Allergy Advice

Contains Eggs. Contains Mustard. May Contain Nuts. May Contain Sesame Seeds. May contain traces of nuts and/or sesame seeds.

Additives

Free From Artificial Colours. Free From Artificial Flavours.

Storage

Store in a cool, dry place. Once opened, keep refrigerated and consume within one month.

Packaging

Dispenser

Nutritional Values

Typical values	(as sold) per 100g:
Energy	1483kJ/357kcal
Protein	1.4g
Carbohydrate	24.3g
of which sugars	15.1g
Fat	28.1g
of which saturates	2.2g
Fibre	0.8g
Sodium	0.64g
equivalent as salt	1.6g

Waitrose:

Allergen Information

• Contains:Egg, Mustard

Ingredients

Water, sunflower oil, sugar, spirit vinegar, modified maize starch, salt, mustard flour, flavouring (contains egg), stabilisers guar gum, xanthan gum, colour riboflavin.

Nutritional Data

Nutrition

Typical values				per 100g
Energy				1256kj
Protein				0.6g
Carbohydrate				19.5g
of which sugars				17.4g
Fat				24.7g
of which saturates				3.4g
Fibre				1.1g
Sodium				0.87g