Heinz yellow mild mustard
so mellow it's almost not mustard
INSIGHT:
Heinz Mustard is milder than other mustards so will appeal to “mustard beginners”.
SOLUTION:
The Mild Heinz Yellow Mustard is a great choice for mustard beginners. In fact, it is so mellow that it could almost get away with not being mustard
The official Heinz Mustard Instagram would consist of BTS of all things related to the campaign, as well as share recipes by Heinz, share content created by YouTubers and users, using #HeinzMellowMustard.
YOUTUBE
As part of the campaign. Heinz would have a youtube channel solely for their mustard, where they post short video tutorials on how to make any mustard related food or beverage. This platform allows them to go wild with experimentation and captivate their audience's attention through their weird mustard-related recipes.
To take this campaign further, Heinz would collaborate with popular youtube channels- Bon Appétit, Tasty and Binging with Babish. Their episode would be sponsored by Heinz to promote their Mild Mustard and to reach a wider audience. The idea would be to encourage the YouTuber’s to experiment with the mustard.
PR STUNT: HEINZ YELLOW MUSTARD ICE CREAM
Heinz will create a spin off product from it’s mild yellow mustard, Heinz Yellow Mustard Ice Cream. This will be used to promote Heinz Mild Yellow Mustard, linking it’s mildness to Ice cream. The ice cream will contain the mustard along with other flavourings such as pear, apple and lemon. The public will be given a chance to try and purchase the ice cream with a bottle of yellow mustard in food stores, as well as their Heinz Yellow Mustard Ice Cream Van. Heinz will take their ice cream vans to public spaces in various UK cities Such as London, Manchester and Leeds.
CREATIVE TEAM: VICTORIA ONAIYEKAN & AÏDA KNIPP