Magazine article Marketing

Radiowatch: Heinz Salad Cream - 'Think outside the Bottle'

Magazine article Marketing

Radiowatch: Heinz Salad Cream - 'Think outside the Bottle'

Article excerpt

'Think outside the bottle.' Oh, what a joy to hear a radio creative that does just that, and in three sets of copy. No flash bang wallops, highly paid voiceover artists or sonic triggers: just a clever use of copy to get people to think outside the bottle - and I don't mean Laurent Perrier or Stella Artois.

Three different executions lead me to believe that the client in this instance was willing to invest money in radio activity. Well done agency, and well done radio. How nice to see that, after months of the Internet Advertising Bureau saying how brilliantly internet advertising revenue is doing and how it now has a larger share than radio, the veteran medium is starting to fight back.

Perhaps there is a useful lesson to be learned from this campaign - that a brand's investment in creative needs to go beyond the standard 30-second, one-copy script.

Having got to the point with many ads where I crave digital convergence for the content only, what stood out about the Heinz Salad Cream radio campaign was that it made me listen. …

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