Heinz Salad Cream, which was set to be discontinued last December,
is being relaunched with a younger image and a higher price tag.
In an attempt to resuscitate the brand, HJ Heinz has invested pounds 10m
in an ad campaign, youth-targeted web site and comedy club sponsorship
deal to make the product trendy.
The image comes at a price to consumers, who will be asked to pay an
extra 40p for a 285g bottle of the sauce, which currently costs 55p.
A Heinz spokeswoman said: ’Sales have been in massive decline because
the brand has been neglected in the past. This campaign aims to make it
contemporary and introduce it to younger consumers.’
Two new ads feature a man finding a piece of pizza stuck to his
bedclothes before smothering it in Salad Cream and eating it, and a
woman who has cucumber slices stolen from her face pack for a sandwich
with Salad Cream.
Heinz believes the push can double the size of the salad cream market,
to about pounds 80m a year. The ads will run from April 3. Heinz’s
creative is through Leo Burnett, while Starcom buys its media.