Richard Barrett
Managing Director and Founding Partner at INITIALS Marketing
London, Großbritannien
TitelIs There A Home in Your Heinz?
Agentur
Kampagne Is There A Home in Your Heinz?
Werbende H.J. Heinz
Marke Heinz
PostedJanuar 2004
Produkt Baked Beans, soups - canned pasta...
Geschäftsbereich Konserven, Lebensmittel in Dosen
Story Is There a Home in your Heinz? National On pack instant win promotion across 285 million cans of Heinz beans, soups and pasta meals. Consumers can win one of 4 new homes and collect promotional labels to send off for branded merchandise. Supported with POS, TV and PR.
Philosophie Large scale on pack instant win across 285 million cans from September 2003. 4 brand new Crest Nicholson homes to be won. Winning cans are weighted and contain miniature houses that ascend on a cushion when the can is opened! Supported with POS including aisle end displays in the major multiples, a bespoke TV campaign, national and consumer press campaign plus PR activity. Second tier collector scheme for icon branded plates & bowls ensures every purchaser can claim a reward. Currently live. Two homes won to date and c. 7000 bowls and plates redeemed.
Problem H.J Heinz is under constant pressure from retailers to deliver price based deals on soups, beans and pastas. Heinz brand values are suffering as a consequence.

Dynamo was briefed to deliver an added value promotion to counteract these effects.
Medientyp Beigabe
Markt Großbritannien
Regisseur
Etatdirektor

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