Heinz X EdCom

This content was provided to us during a live brief from both the Heinz and EdCom team. We were tasked with marketing ketchup back to Gen Z, since they're moving towards alternative sauces. After careful consideration, my group and I decided to utilise the route of Red Flags, a concept that aligns with the target audience heavily.

ILOs:

To engage critically with the principles, frameworks, and theories of relevance to the campaign planning process.
To demonstrate the ability to critically interrogate at a strategic level marketing communications campaign briefs.
To demonstrate the skills required to operate as communications consultants, being responsive and able to adapt to changing client needs.
To produce and present innovative campaign plans in their entirety.

Mock-up produced as part of the campaign using generative AI. Planned to go on bus shelters etc, as we decided that this mode of transport is used frequently by our target audience.