Москва
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Новосибирск
Жуковского, 102, 8 этаж +7 383 203 27 90 +7 383 203 27 64
Heinz
The Case
“H.J.Heinz” is multinational corporation founded in 1869 and produces different foods all over the world. Today Heinz owns 150 brands and presents more than 400 items of goods to consumers of 140 countries.
“Heinz” corporation began to work in Russia in 1994. One of the key business lines of the corporation is the baby food category. In the interests of sales volume increasing and market share gaining the decision was made to realize extended advertizing campaign of the main product lines of baby food category. The main channels of it are mass media and outdoor advertising.
The Assignment
To increase the level of “Heinz” trade mark recognition in “Baby food” category which core is young mothers with children 0 – 2 years old with above-average income.
To develop the one creative conception that unites all product lines of “Baby food” category.
To inform target audience about all assortment in baby food category including new categories of goods.
The Solution
The KIAN brand agency worked out creative conception of advertizing campaign. The main idea of campaign was to show that nowadays you can spend more time with your baby giving him all your attention, love and care because “Heinz” takes upon all worries about healthy and tasty food itself. This idea is visualized through images of happy babies and their parents amusing and enjoying dialogue as well as through a text messages commenting visual pictures. Unique visual implementation and slogan reflecting product characteristics were created for each product line. So, for example, for the category of instant herbal tea for children it was offered the story with mum bathing her baby girl and a slogan “While mum and me having a flavorous bath “Heinz” prepared for us health herbal tea”. Moreover all product lines joined together by one creative conception formed the recognition level at all.
Thus it was succeed to reveal key features of each product and effectively inform target audience about advantages of the “Heinz” trade mark’ products at all.