A marketing campaign for Heinz beans.
The ad will be film parodies with main, recognisable scenes mixed with beans. For example:
- Breaking bad where the drugs are the new bean flavours
- Mission impossible where the mission is to steal the new beans flavours
- The Matrix where the red and blue pill are the flavours of beans
These parodies will be ones that are recognisable to the target audience (18-34 aka 26) and would be played in movie theatres, as well as social media) before the movie starts (mainly before movies with the same target audience as the ad). They would be played in movie theatres in the Q3 sector because that’s when a lot of movies come out and it fits our target audience (people who like to go out with friends, and we can put the advert before movies with the same target audience)
My project will be in a similar style to the CeraVe 2024 advert where, in the advert, there is a parody of a rom-com. The main difference between our group’s idea and the CeraVe advert is that ours would be a parody of different scenes, not an entire genre. (https://www.youtube.com/watch?v=DZm8abCXXS0 )
Opportunity / What are the overall problems that you must solve to make the project work? Talk about equipment limitations, time limitations, availability of people who need to be part of the project, budget and the limit of your experience.
What’s in? nostalgia, the “good old days” (2016). This can be linked to the “it has to be Heinz” campaign, the viewer will see famous, well known scenes from their favourite movies and remember back to them, linking to the “it has to be Heinz” campaign since Heinz has been around for a long time, making people think about the past. At some point in the ad it will mention how the beans are different flavours, high in protein and plant-based to appeal to the target age range.
Our target audience is 18-34 year olds, mainly women (as they take up 57 percent of Heinz’s sales), who like to go out with friends
The hypothetical tells us that we have an unlimited budget, our main issue would be getting equipment and editing the advert in time for the Q3 sector (July to September)
We can assume that
Assumptions / What are all our current assumptions? Both in the market and capabilities. This can be things like you can assume. Eg There is radio studios available, cameras available. You can assume 14-20 year olds watch YouTube
Resources / What members are in the team working on this? Is it just you? or are there other crew members? Students or friends or relatives needed? Who and or what is needed to achieve success?
Our success could be measured buy how many people bought the new beans flavours after seeing the advert and whether the advert got to our target audience or not.
I think that the adverts would work because they can be converted into short form adverts, not just long form, they would reach our target audience who are around 26 and who likes to go out with friends, it can also be posted to social media (like TikTok or Instagram) , “based on recent industry data, young adults aged 16–34 constitute a highly engaged, “passion” audience for UK cinemas, with 78% of this demographic attending regularly, especially during peak summer blockbuster seasons”
–https://www.dcm.co.uk/audience
Envision / What do you think the final thing or things you will hand in consist of and be like? / What might the success of this project look like? Try to describe this. Eg A series of three podcasts telling the story of EMI which are platformed on Apple and Spotify, with supporting short form social media video content
Deliverables / What exactly and literally do you have to hand in? Create list or discuss with tutors. The format whether electronic or printed or video or audio or a mixture of the above. What pieces of content will you have at the end of the project Eg One YouTube video approx 5 minutes long and 5 vertical short form pieces of the video to use to promote it.
Bottom of Form
We must ensure the idea promotes Heinz, the product we are tasked at promoting. The film parody we are making is using the Heinz Products. A problem we could face is copyright, however we found out a way to solve this issue:
- No lookalikes
- No character names
- No quotes
We are assuming that this advert will go out in the Q 3 sector of 2026, this time is when a lot of summer blockbusters come out. We can assume that our age range will visit a cinema at this time.
We will have to outsource people such as actors, sound engineers, costume designers etc, however we have the resources to do this.
A success of this would be if our advert was shown in adverts in cinemas, we would like it to be shown before films, when people are taking their seats.
Imad Daili - Sports Media 