Heinz Salad Cream 'pourable sunshine' by McCann Erickson

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.