Planning Agency:	Carat
Campaign Dates:	6 week campaign with Shrek the Third commencing on 29 th June 2007
Target Market:	Housewives with kids
Sample:	Test – exposed to cinema ad. There was no control

Objectives:

• To raise awareness of Heinz Salad Cream and to increase consideration.

Results:

• Spontaneous brand awareness amongst all respondents was high at 42%, this rose to 56% amongst those who recalled the ad, demonstrating the power of cinema advertising in increasing spontaneous brand awareness.
• Spontaneous recall of the Heinz Salad Cream ad was excellent at 19%, well above our cinema average of 10%. Overall 6 out of 10 respondents recalled the ad.
• Respondents understood the main message of the ad with more that 1 out of 3 saying it portrayed Heinz Salad Cream as being for ‘picnics and bbqs', which is essentially what the ad conveyed.
• Attitudes towards the ad were positive with 6 out of 10 respondents agreeing that they ‘enjoyed watching it a lot'.
• The advertising was successful in raising perceptions of the brand, for example 58% of respondents agreed with the statement ‘reminds me of summer', but this rose to 67% amongst those who recalled the ad.
• Future consideration was strong – when asked which brands of table sauce or dressing people would consider purchasing in the future, Heinz Salad Cream proved to be the second most popular; just behind Heinz Tomato Ketchup which has a majority share in this marketplace.

Brand Awareness

Consideration “Next time you buy table sauce or dressing for your family, which, if any, of the following brands do you intend to purchase?”