Gabrijel G. Princic

Heinz Behind the Scenes

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Firstly an extensive research was done on Heinz previous advertising, packaging projects and looks, and lastly other similar projects that reflected the idea presented in the brief. From this, I got a general feel of how Heinz advertises itself, how their brand identity works and what advertising language they use.

 
 
 
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After being stuck with research part for quite a long time, I realized something important. I approached the project from the wrong perspective. I was constantly asking myself WHAT SHOULD I DO, but never WHAT DO I WANT TO ACHIEVE! So I went back to my research once again…

 
 
 
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I made an important realization that older advertisements promoted family, enjoyment, happiness. They were less corporate, and used friendlier advertising language. The newer advertisements however, focused their attention on products and the promotion of the certain products (spicy ketchup). It is not about the brand they are trying to sell. It is the product they care for. According to the brief however, Heinz was trying to bring to promote the brand, not the products!

 
 

 

THE GOAL WAS SIMPLE, BRING THE KETCHUP BACK TO THE FAMILIES, WITH FAMILY FRIENDLY KETCHUP ADVERTISEMENT OR CAMPAIGN!

 

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After setting the goal for myself, I started developing the concepts that could follow my idea. I ended up with 3 different ideas

 
 
 
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HABITS

What builds history? Habits. Habits build history. And one of the habits that connects ketchup and family together is LEANING OVER. Everything parents do for their children is leaned, crouched over! (ie. wipe the ketchup of a child’s mouth). So in a way it has become a habit! Can this be turned into a concept?

 
 
 
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HISTORY

Second concept has a connection to history. Before Heinz started selling ketchup they were nobody. Nothing. But once they did, everything took off! Therefore a campaign could be run: good things happen when you buy a bottle of Heinz!

 
 
 
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MESSAGE IN A BOTTLE

Heinz produces enormous amounts of bottles. ¸And this concept would help with taking care of those bottles. Heinz would create a message in a bottle campaign where they would ask people to send the bottles back to Heinz and write a message inside it. The messages would later be posted somewhere

 
 
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Out of all concepts that I had created, HABITS concept was the most promising. I started brainstorming what can be dome with it and I came up with an idea!

BOTTOM SHELF KETCHUP!

As said before everything we do for our children, is while being leaned over. So we should lean over while buying ketchup as well! How does Heinz do that? Simple, it starts selling ketchup ON THE BOTTOM SHELF!

 
 
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Reach for the bottom shelf plays on the idea of the family and people reaching out for each other. Heinz starts selling their ketchup on the bottom shelf and makes people aware that Heinz will always be found on the bottom shelf!

For the first concept, I started thinking what symbolizes the family spirit! And what else, than family holidays!

 
 
 
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FIRST IDEA - PART 1

In the first part HEINZ would release a teaser poster on social media, where they would say - we are going bottom shelf, learn what that means, with the link to the website!

 
 
 
 
 
 

FIRST IDEA - PART 2

The second part would than be the website itself where the above video would show!

 
 
 
 
 
 

SECOND IDEA - PART 1

In the first step, HEINZ would release short videos of parents doing something for their children on family holidays. Things like placing chocolate eggs for Easter.

 
 
 
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SECOND IDEA - PART 2

In the second part after the videos would be released, they would post the same poster as in the previous idea, asking people to visit the website.

 
 
 
 
 
 

SECOND IDEA - PART 3

In the third part, HEINZ would launch a website, where they would explain the idea of bottom shelf in text and connect the videos into one longer one. The video would end with a child giving back the bottle of ketchup!

 
 
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I liked the concept behind it but I really wanted to improve it more. After some feedback I realized that leaning and crouching may have a negative connotations associated with the words. Therefore I decided to change the wordings around. Instead of leaning over and crouching for somebody …

 
 
 

CONCEPT 1

REACH OUT FOR SOMEBODY

 
 
 
 
 
 

PART 1

In the first part of the concept, HEINZ would post videos of people reaching out for each-other. Home-made videos of people helping each-other, with the question, who do you reach out for?

 
 
 
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PART 2

In the second part, they would post a teaser with the headline reach out for the bottom shelf!

 
 
 
 
 
 

PART 3

In the third part HEINZ would launch a website that would include all of the previous videos connecting the previous ones into a larger one and asking people to do the same, to reach out for somebody and post a video doing that!

 
 
 

CONCEPT 2

REACH OUT FOR THE FAMILY

 
 
 
 

PART 1

First step would act as an insight of what is happening in the family home. That is why the videos all include the shape of the keyhole as a look into the family environment. The first step would therefore include short videos of people helping each other inside of the family home!

 
 
 
 
 
 

PART 2

The second step would be a video, that would connect the campaign to Heinz ketchup by somebody in the family giving ketchup as a way of reaching out for somebody!

 
 
 
 
 
 

PART 3

The third step would be a website with the video combining the 2 videos and also asking for people to do the same! Reach out for somebody and receive something in return!

 
 

 

I LIKED THE STRUCTURE OF THE CAMPAIGN BUT I WANTED TO MAKE IT MORE FUN AGAIN!

THIS IS HOW THE FINAL CONCEPT WAS BORN!