Burnett launches £5m Salad Cream work

LONDON - Leo Burnett has launched a TV campaign for Heinz Salad Cream as part of pounds £5m worth of advertising activity for the brand this year.

The campaign, the first since last year's "All food tastes supreme with

Heinz Salad Cream" work, features the strapline "Vintage 1914".

The first of the two 30-second spots broke this week. Called

"Restaurant", it shows a young couple ordering what appears to be wine

in a restaurant.

However, when it arrives we see that they have chosen Heinz Salad

Cream.

The second execution, breaking next week, is a play on the journey made by British people to France to buy wines. It begins with a Frenchman leaving his cottage to start a journey across the Channel to England. He explains that he makes the journey twice a year to buy a dozen cases to have with meals. Once he arrives in England he is seen pulling into a supermarket and stocking up on Heinz Salad Cream. The ad ends with the strapline "Vintage 1914".

Joanna King, the senior brand manager at Heinz, said: "Heinz Salad Cream has a fun, idiosyncratic personality and the new ads reflect this, making Heinz Salad Cream relevant to a whole new generation." The TV campaign will be followed by new radio executions later this year.

The ads were created by the art director Rob Neilsen and the copywriter Jack Stephens. They were directed by Johan Tappert through Rogue

Films.

Media planning and buying is through Starcom Motive.

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