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Top 6: November 17th 2010
Interactive
Heinz: Secret Ingredient
Top 6: November 17th 2010
The campaign from AMV BBDO sees Heinz change the name of the sauce on bottles to "Your Secret Ingredient". At the core of the campaign is a dedicated website and online competition, challenging mums to discover "The Secret Ingredient". The video-rich site, which was developed by production house Unit9, contains a number of interactive recipes that allow consumers to cook along with celebrity chef Paul Rankin. For instance, a detailed video recipe tells consumers how to cook Bolognaise sauce. However, the inclusion of Tomato Ketchup is not specified and viewers are invited to guess the secret ingredient. Those that correctly guess are entered into the prize draw.
The campaign is supported by social media activity, including on Facebook, while Rankin is at the front of a blogging push orchestrated by We are Social.
Agency Planner: Nicola Davies |
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