Heinz Salad Cream 'pourable sunshine' by McCann Erickson

3.2 25 Votes

Led by the idea of "pourable sunshine", the campaign draws parallels between the sauce and the feelings of warmth, happiness, and satisfaction of long balmy sunny days. The TV spot, directed by Vince Squibb, uses a quintessentially British summer's day as a metaphor for Salad Cream's ability to brighten spirits and captures a reverie of summers past. The ads target young couples and mums, who are light or lapsed users, encouraging them to reappraise the brand and appreciate its relevance for today's eating occasions.

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Released: 16 April 2007

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Credits

Client
Mike Docherty, marketing manager for Heinz Salad Cream
Brief
Step out of the dark and into the light with Heinz Salad Cream
Creative agency
McCann Erickson London
Copywriter
Neil Clarke
Art director
Jay Phillips
Planner (creative)
Peter Wilson
Media agency
Vizeum
Media planner
Paul Hutchison
Director
Vince Squibb
Retouching company
Loveurope
Exposure
April 16-May 6 2007 on national TV and six-sheets

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