Digital: Heinz overhauls Salad Cream site
Heinz is rolling out a digital strategy to promote its Salad Cream brand.
The Heinz Salad Cream website has been overhauled by Swamp to target
25- to 44-year-olds. It highlights the product's 'wholesome'
ingredients, and the fact that it is 66% lower in fat than standard
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The website promotes the versatility of Heinz Salad Cream with a recipe
section containing videos of chef Dan Green preparing a range of dishes
featuring what Heinz refers to as 'pourable sunshine'. Visitors can also
upload their own recipe ideas to the site for a chance to win cash
prizes.
Heinz claims that its Salad Cream brand has experienced a decline in
popularity among some consumers, with many perceiving the product to be
less healthy than mayonnaise or other salad dressings. The fresh digital
strategy is intended to address this issue.
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