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Heinz Salad Cream looks to attract younger audience with ‘Bring on the Zing’ campaign


By Ishbel Macleod, PR and social media consultant

June 5, 2013 | 2 min read

Heinz Salad Cream is looking to promote the product to a younger audience with a new £2m ‘Bring on the Zing’ marketing campaign.

The campaign, which will focus on social media, will also include print, radio and outdoor advertising.

We Are Social created the social media for the campaign; including a Facebook challenge for Heinz Salad Cream fans to use their flair to add some ‘Zing’ to sandwiches, in order to become the ultimate ‘Zing Master’.

Heinz will also create a Twitter profile authored by ‘a bottle of Salad Cream’.

Ian McCarthy, marketing controller for Heinz Salad Cream, said: “Social media is the ideal place to engage with a younger audience, so it made sense for us to kick off the summer season with some exciting social campaigns. Heinz Salad Cream is the perfect ingredient to add a bit of zing to sandwiches and these fun and engaging campaigns will position it front of mind as a lunchtime essential.”

Heinz will continue to build the ‘Bring on the Zing’ social media campaign in July, as it encourages social media users to make their lunchtimes bolder by creating their own lunchbox design.


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