Heinz Salad Cream-YCN
A YCN brief to re-engage younger audiences with Heinz Salad Cream. I started with a simple insight: as students and young adults, we love experimenting with food—mixing flavours, trying weird combos, and turning leftovers into something new. So why not do the same with Heinz Salad Cream?
Details
Campaigns
Packaging
Overview
Heinz Salad Cream is an original British staple—but over the years, it’s been forgotten, especially by younger audiences. Most students only pick it up for a salad, leave it in the fridge, and let it expire. Others don’t even realise it can be paired with more than just greens.
For this campaign, I tapped into something students do love: experimenting with food and taking risks. From midnight snack inventions to hangover meals, we’re always pushing flavour boundaries.
“Taste the Risk” brings this energy to Heinz Salad Cream, reimagining it through a gambling-inspired theme. Students are encouraged to submit their own wild flavour combos, challenge friends, and compete to be crowned the ultimate taste creator.
Key Features
New bottle flavours: Unique exclusive flavours to engage new buyers and peek their curiouisity
Campaign page: Interactive campaign page to get people visiting the Heinz website and see what other recipes people have submitted, along with a leaderboard for a chance to have the winner made as an exclusive bottle
Out of home advertising: Advertising such as scratch cards that gives people a free coupon and a intereactive fruit slot machine that gives free samples which would be placed in pubs and resturants.
