HEINZ
Create a brand new product launch for Heinz
Audience: People who want to cut back on the amount of animal products they eat, but who also think that going fully vegan is a step too far.
Problem: Vegans are often alienated, mocked for their lifestyles.
Insight: People would be more tempted to trying vegan foods if it came without the vegan baggage.
Creative Solution: Sell Heinz new vegan burgers without selling the vegan lifestyle.
Proposition: Vegan food without the vegan nonsense
CAMPAIGN: No STRINGZ ATTACHED
This idea is about telling the audience that those vegan burgers do not mean that they are becoming full vegans. There is no commitment,
simply tasty food.
Posters. I do not own any of the designs, all credits go the respectful owners.
EXPERIENTIAL ADVERT: A pop-up restaurant
A HEINZ pop-up restaurant called: Experiencez, in which people are invited to come and try a new way of eating.
"Ever wanted a culinary change of scenery? Welcome to Heinz Experiencez restaurant. For those who hate food routines. Come in, try out, no commitment needed."
The menu