CASE STUDY | Mysite

Heinz Anniversary

MIND-MAPPING

02

I created a mood board of different Heinz advertisements that stood out to me. I wanted to better understand their brand visually, and how they portray their company visually.

I found a pattern of very simplistic ads, commonly used graphics, and images paired with strong phrases. Of course, they utilized their strong red color as well.

This mood board to guide my creation of their new campaign. I would keep signature elements from their brand while adding a twist to entice a newer audience.

TARGET AUDIENCE

04

My last mood board visually represents various social media campaigns. I found it useful to look for inspiration outside of the assigned brand, Heinz.

I found inspiration from social media accounts ranging from Target and Coca-Cola to Chick-fil-A and Mcdonalds. These brands also utilized red colors in their visual branding.

SKETCHES

06

During my sketch process, I decided I wanted to create a signature mark to use throughout the anniversary campaign. I came up with the phrase "love ketchup", which could also be interpreted as loving ketchup or that the message is from ketchup. I showed this as a heart and the word ketchup, both written in the red condiment.

My idea was to incorporate this mark on all campaign materials. Both interpretations make the experience and brand advertisement more personal.

CAMPAIGN PHOTOS

Condiments are never the star of the show: they’re what goes on the side.

Design a campaign to celebrate the 150th anniversary of Heinz, and spark the next 150 years of brand love. Additionally, introduce a new audience to Heinz and make existing brand lovers feel confirmed in their behaviors because they’re seeing things they already know but in a new light.

01

The task for this project was to design a campaign for the 150th anniversary of Heinz and to spark the next 150 years of brand love with exciting, fresh ideas.

I decided to start my design process with mind-mapping. This was the most effective way for me to brainstorm ideas and to find key terms that would be relevant in my campaign images. I put words, that I felt were important, in a red color with parentheses.

This helped guide me into my next stage of process work, sketches. I find sketches to be most beneficial because they allow you to try anything and everything without worrying that it won't work. It's an often overlooked step, however, it is essential to the creative process.

HEINZ BRAND

03

I created another mood board, this time to represent Heinz's target audience. I represented them visually by showing both pictures of what the people may look like, and the textures or products they may be familiar with.

Heinz's target audience ranges from single adults to families with children. They would enjoy going to cookouts, going to restaurants, and giving their kids ketchup to make their food even tastier!

This mood board was essential to show me the kind of people I needed to cater my campaign towards, and who I would still need to make comfortable with the brand while also reaching out toward a new audience.

SOCIAL MEDIA INSPO

05

After the mood boards, I started the sketch process. This is, for me, the most important step. Sketches have always been my way of giving myself "permission" to try crazy ideas. My policy is that there is always more paper and markers, you don't have to find your greatest idea on the first page. Often I don't.

This is an image representing my rough draft sketches. After a long process of quickly sketching anything and everything that comes to mind, I narrow my ideas down. I then recreate them with a dark pen or marker and add some color when needed. From this specific set of sketches, I decided on including tongue and ketchup art, ketchup braces, a goofy ketchup tie, and ketchup themed glasses. The "ketchup" visual transferred into the visual of a tomato for many of these image edits later on.

SIGNATURE MARK

07

The next part of the campaign I worked on was the photos. I edited them in various ways to represent the Heinz brand.

These images included a tomato tie, tomato glasses, ketchup braces, ketchup face filter effects, ketchup freckles, etc. I wanted this to be a fun and relatable part of the campaign. The goal was for it to introduce the Heinz brand into various aspects of life, not just showing in the context of food.

The other portions of the campaign include ketchup art and a store display. The ketchup art was visually represented with ketchup art on tongues shown in a gallery setting. The store displays represented a floor print, an aisle sign, and an interactive ketchup filter display at the end of the store aisle. The display was created to advertise Heinz and be a limited time addition for their special anniversary. Interaction is always an efficient and fun way to really grab the attention of potential customers.