From 25 March 2000!!
thegrocer.co.uk
' And it is targeting the youth market with sampling activity at music festivals and in shopping centres.'
A piece about The Ladysmith Black Mambazo group
'In 1997, for a series of television advertisements entitled "Toast for Life" for Heinz soups, baked beans, salad cream, and tomato ketchup, the group recorded an abridged version of "Inkanyezi Nezazi" ("The Star and the Wiseman"). The adverts proved so popular that the original studio version (recorded back in 1992) was released as a single, with the cover art imitating the label on a tin of Heinz Baked Beans; the single reached #2 in the UK Pop Charts. The single was followed up by The Best of Ladysmith Black Mambazo - The Star and the Wiseman in 1998, a compilation release which became so popular that it was certified triple platinum, selling 1 million copies in Britain alone.[18] The Heinz campaign led to a reawakening of the group in Britain, and many television and radio performances beckoned over the next few years, as well as performing for the British royal family. In 2001, the group was referenced in the Family Guy episode Lethal Weapons.
Read more: http://www.answers.com/topic/ladysmith-black-mambazo#ixzz1oSyNmB4V'
Do we need a piece if Iconic festival music??
I have found a Marketing case study of Heinz Salad Cream by Jim Blythe http://edu.cengage.co.uk/images/SChapter-1408011476.pdf but the pages are not includedin the PDF. He adapted this journal from his Book Essentials of Marketing which is in the Library
The latest marketing campaign 'Bring on the zing'
'As part of the campaign, which runs until August, salad cream lovers will be able to pick up a 3D sandwich shaped handout (see below) containing recipes and a free ‘squeeze me’ sample of one of the new flavours. Available at 114 stores across the UK, the handout was created as a 3D sandwich by BD Network to remind consumers of salad cream’s perfect partnership with sandwiches.'
Caselet 2
Read the caselet carefully and answer the following questions: 3. How many different ways did Heinz use to promote Salad cream? What were the advertising objectives of the Heinz campaigns team? ( 7 marks) 4. Account for why Salad cream sales had begun to decline? ( 6 marks) 5. Discuss the various trade promotion tools or techniques that a company like Heinz can use to promote its salad cream. ( 7 marks) Heinz Salad Cream, one of the company‘s best known brands, was showing signs of losing its previously high market share. The salad cream sector as a whole was in decline. Heinz has consistently held over 50% of the market for salad cream. As of 1998 the figure for Heinz was 59%, whilst its nearest rival held only a 20% share. The drift away from salad cream towards food dressings caused Heinz to examine its Salad Cream‘s future. One option was to discontinue the product altogether; the other was to invest significantly in Salad Cream to give it a new lease of life. It was decided, therefore, that a major investment was needed to introduce a whole new generation of consumers to the product. It was also hoped to win back those who may have deserted Salad Cream for other dressings. In March 2000 Heinz launched a £10 million campaign involving radio and television advertising, posters and press, a dedicated Internet site, sponsorship deals, promotions campaigns and public relations and sampling campaigns. Each medium shared the same unifying theme: —Any Food Tastes Supreme With Heinz Salad Cream“ Interestingly, Heinz Salad Cream is made from a recipe wholly developed in the UK, and was first launched in 1914. Until the 1940s it was the salad cream on the market. The I950s and 1960s saw the Salad Cream sales peak. However, by 1990 Salad Cream and mayonnaise shared the market equally. By 1996, mayonnaise was in the lead, and by 1998 Salad Cream sales stood at £40 million compared to £72 million for mayonnaise. The overall marketing objectives were to target the 20-30 age group in particular and younger consumers generally, to create a sense of individuality about the Heinz Salad Cream brand that is —quirky“ and fun, to widen consumption of the product beyond merely being a dressing for salads. Research focused on two key areas: firstly, how best to appeal to consumers in their 20s and 30s; and secondly, to establish just what perceptions consumers held about Heinz Salad Cream. The results of the research represented that Heinz Salad Cream was associated with the lifestyle of a past era. It had an advantage over its rival mayonnaise in that it was 8 thought to add flavor, not just moisture. The essence of Salad Cream was that it had a distinctive bold taste that —livens up“ dull food. The Heinz name was associated with quality and trustworthiness. The product had individuality in terms of its sharp and tangy taste. The target group of 20+ years of age liked to establish its own individuality, but within the safety of a like minded peer group. The shopping habits of this target group are spontaneous; they have less budget constraints than housewives and buy what looks interesting on the day. The home eating habits of the target groups are very functional. Food basics such as pasta, bread and potatoes are flavored with whatever inspires them at the supermarket. Substitute products to Salad Cream include mayonnaise, salad dressings, and sandwich spreads and tomato ketchup. There was a feeling that Heinz had neglected the Salad Cream brand by failing to support it. Acting on their research findings, Heinz decided that it would not alter the product itself, but would repackage it in new fluted bottles, based on the original shape, with bright eye-catching labels to give it a contemporary image. The way Salad Cream could liven up otherwise dull (—wallflower“) food would be emphasized. In the future, Salad Cream would no longer be associated with just salads, but with any foods chosen by the individual. Its promotion would be reintegrated in such a way that anyone could use Salad Cream with any food they liked. Clearly, the campaign team had built its marketing objectives on the findings from the research. The next step was to decide upon the most effective way to promote the product. A new advertising campaign was launched on national television in April 2000. Humorous advertisements were designed to illustrate how the young and —young at heart,“ could turn dull food into a tasty treat. Heinz took an unusual step for a grocery brand that of advertising on radio. Advertisements, using well known songs, playfully suggest that Salad Cream can make even the most unlikely meals e.g. pigeons, rats and ducks - taste good. This fun approach was, yet again, an attempt to illustrate the campaign‘s unifying features of product versatility and its beneficial effects on —dull“ food. A full-screen cartoon style site, making full use of the latest technology was created for the campaign. The site is interactive, encouraging visitors to surf around, tell and share jokes, engage in games, download MP3 audio files, make and receive recipes and engage in quizzes. A nationwide Salad Cream sampling team went into action to remind people of the product‘s taste. Free samples of everyday foods topped with Salad Cream helped reinforce the versatility of Salad Cream. Venues were chosen which were frequented by a 20 something audience e.g. Notting Hill Carnival, V 2000, T in the Park, Mardi Gras. The idea of new repackaged Salad Cream bottles included some which would —scream“ when opened, letting consumers know immediately that they had bought a prize-winning bottle, an attention grabbing device. Prizes of action holidays, days out and a 2 for 1 offer were chosen to appeal to a younger target market. The Heinz Salad Cream Comedy Tour took the product on the road to raise its public profile. The 20day nationwide tour enabled sampling amongst the audience as well as exposing them to a total brand experience. The tour was supported by radio and newspaper promotions, which reached a large number of consumers. The enormous effort that Heinz put into re-launching Salad Cream was designed to introduce the product to a younger consumer group, and to arrest declining sales. The means to achieve this involved mobilizing the talents of a campaign team, which then set about re-defining the range of uses to which Salad Cream can be put.'
Marco Pierre White
The competition! Quite ironic as Kirsty and I have been discussing the possibility of having Salad Cream Police at the festivals going round checking people are using Salad Cream not Mayonnaise!
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