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Campaign - “ Heinz-enburg ”

Campaign - “ Heinz-enburg ”.

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Campaign - “ Heinz-enburg ”

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  1. Campaign - “Heinz-enburg” • The campaign “Heinz-enburg” comes from a parody collaboration of Heinz and the hit US show “Breaking Bad”. The reason why we chose “Heinz-enburg” for a campaign title is because its a really good play on words which incorporates both Heinz and Heisenburg who is the main character from Breaking Bad. By collaborating these two ideas we will be targeting a nation of Heinz lovers and a world wide audience of “Breaking Bad” lovers.

  2. Brief History of Heinz • Heinz was created by Henry J Heinz and Clarence L Noble in America in 1896. From that point onwards Heinz spread with popularity across America until 1886 where it was first intoduced to England. To this day Heinz have released a selection of condiments, sauces and foods and are still expanding.

  3. Brand Values • Heinz's brand values are typically to deliver hot food and tasty condiments like sauces to add to your meals to make them taste better. This in theory will bring families together as they will dispute over who gets the ketchup first at the dinner table.

  4. Target Audience • Our main target audience for in general is people who need food in a hurry or want a quick tasty meal, but due to our campaign will be targeting towards the older generation including young and middle age adults due to the graphical content of Breaking Bad.

  5. Advert • For our advert will attempt to relate to one of Breaking Bad main plot points Crystal Meth. We will do this through using the color blue which is the color of the Heinz baked beans cans and the color of crystal meth, but because Crystal Meth would not be a good selling point for Heinz we will be creating the Slogan “Beans not Meth”. We will also be making a series of adverts structured in a storyboard style in which we could incorporate cliff hangers to make people more enthusiastic to watch the next one. Here is a example of a previous advert by Heinz here: • http://www.youtube.com/watch?v=bJT0fbC7m-Y

  6. Competitor - Campbell • Campbell Soup Company are very much like Heinz in that they sell the same types of products and use many of the same color’s as Heinz. They like Heinz try to target audiences of quick snack meals that look and taste good. However Heinz are higher on top brands 2014 as number Heinz are rated two hundred and sixteen and Campbell Soup Company not being in the top five hundred.

  7. Competitor - Congra • Conagra Food’s Inc. Are a food incorporation that own many different brands such as Healthy Choice, Swiss Miss, Reddi Wip and many more. Although Congra is not as famous as Heinz it is a hard brand to compete against since it is so large with its diverse selections of foods.

  8. Competitor - Nestle • Nestle is a very highly rated brand know by many people, they are a food company like the others that sell snack and breakfast products. They are bigger brand then Heinz being rated forty in the top five hundred whereas Heinz are rated two hundred and sixteen.

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