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Heinz Salad Cream healthy eating campaign

Friday January 16, 2015 at 9:48am
Heinz Salad Cream has launched a new campaign targeting health conscious consumers. The campaign includes radio ads running for the whole of January on the Bauer, Heart and Capital networks, plus promoted posts on Facebook, 17 days of experiential sampling during 17 days, in-store POS and a limited edition label promoting the ‘60% less fat’ message. Heinz is using the fact that January is traditionally a time when people look for ways to get fitter and healthier after Christmas to promote the fact that Heinz Salad Cream has 60% less fat than mayonnaise. With many New Year’s resolutions already in danger of failing, Heinz is encouraging customers to make small changes rather than setting impossible goals. Emily Frank, senior brand manager for salad cream, mayonnaise and condiments, commented: “Radio advertising is one of the most powerful advertising media for the Heinz Salad Cream brand. We are very excited to launch our latest campaign and hope it encourages our target audience of women aged 25-44 to choose Heinz Salad Cream to bring some Zing to their salads.”
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