- 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
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