Heinz First Ideas

So this might be a good time to break down what direction this brief will be taking, as to make a start on it very soon considering the time constraints I have left til hand in.

The problems defined are:

Not enough people are buying salad cream; Why?

Because the brand has its roots in the past, hanging on to nostalgia is the only appeal the brand has.

Why is that so?

The majority of people who have these nostalgic preferences are of the age who have been around at the height of the brand's popularity: 80s and early 90s.

Here are some comments I got from peers on my course, as to gain some sort of insight into the flavour favouritism of the youth today. Seemed fitting since they are all the age of the target audience.

Hey man,

Salad cream, I never chose it as a condiment. I have tried it before, but it didn’t strike any chords.

Hope this helps,

Pav

Re: OPINIONS COUNT

by Jack Neville - Friday, 25 November 2011, 01:56 PM

  Salad cream is rank. It tastes cheap and goes with nothing.

Re: OPINIONS COUNT

by Benjamin Mckean - Friday, 25 November 2011, 03:46 PM

  I would usually prefer mayonnaise to salad cream, however sometimes it can be a nice change. Don’t they use salad cream in Macdonalds burgers, I associate it with this and being quite sweet. 

In conclusion I would have it in a sandwich or burger if there was no mayo but I probably wouldn’t use it for dipping anything into. 

Ben

Re: OPINIONS COUNT

by Jane Denton - Friday, 25 November 2011, 04:29 PM

  salad cream is better than mayo for coleslaw making-can’t think of anything else it would/should be good for.

Re: OPINIONS COUNT

by William Skane-Davis - Friday, 25 November 2011, 04:52 PM

  Salad cream with cheese and tomato in sarnies is mad tasty. Other than that mayo/ketchup

Re: OPINIONS COUNT

by Niall Hargrave - Friday, 25 November 2011, 05:12 PM

  it’s ok

Re: OPINIONS COUNT

by Hazel Gage - Friday, 25 November 2011, 05:37 PM

 

Salad cream is just one of those things I don’t buy. I have this idea that it tastes like vinager!

Stephanie Oglesby so84290@students.leeds-art.ac.uk to me

show details 21:47 (16 hours ago)

Mayo is better than salad cream! Salad cream is too tangy :/

Ellie

Salad cream is not something I buy, I eat mayo with everything and feel Luke I am cheating on it any time I use any other sauce.

So it becomes incredibly clear that it is 50/50 in terms of the Mayo vs Salad Cream debate, although John Watters has found a facebook page for such a topic (What a surprise!) so I will finish the rest of my research after I have looked at the page. 

Another problem then is that Salad Cream just does not appeal as a condiment of choice, so I think the logical conclusion is that there needs to be more range, just so people are more encouraged to try the brand, even if they dont like Salad Cream, they may enjoy a different set of flavours.

My research thus far has also concluded that in certain culinary circles concerning the "taste of britain" is in decline.
Basically in my previous post, the National Trust have teamed up with crack culinary pioneers to try save the taste of britain, and have identified particular tastes/ flavours in response to the importing of goods in favour of sampling and cultivating our own particular tastes that are unique to our own culture.


So maybe a range of flavours that try to put emphasis on the Britishness of the Salad Cream brand as well as highlighting the great flavours of our nation; though designed/directed in a non-extremist way.


Flavours include:


Horseradish, Chervil, Cilantro, Chives, Parsley, Rosemary, Tarragon, Thyme, Coriander, Juniper, Nettle, Dandelion, Sorrel, Passum ,Elderberries, Leeks, and anything else with a unique Anglo-European origin behind it.