YCN heinz salad cream brief.

For this (YCN) brief, the challenge was to advertise Heinz Salad Cream to young adults (whilst still appealing to those older and younger), a demographic who may have loved it in childhood but have since distanced themselves in favour of mayonnaise, BBQ sauce and tomato ketchup.

My response was to highlight the versatility of Salad Cream, whilst increasing awareness of the product itself. The outcome is a series of print ads, visualising Heinz Salad Cream as a constant within an equation whilst the foods shown are interchangeable. Whether used as a healthier substitute for mayonnaise, a dipping sauce, sandwich spread or dressing: Heinz Salad Cream is the condiment that can compliment it. The tagline is a spin on Mary Poppin's iconic "A spoonful of sugar helps the medicine go down", which intends to be a light hearted play on the Salad Cream as the "sugar" that can make anything taste better - even, perhaps, the "medicine" of vegetables.

The imagery is slick, fresh, contemporary and vibrant, yet also presents a natural, rustic and homely visual that retains focus on the food itself. It not only connotes summer picnics, barbecues and time spent in the kitchen, but also appeals to those who are more conscious of - and value - a healthier and more natural option.