Rationale
The Heinz campaign has been created to celebrate 150 years of Heinz tomato ketchup. The bright imagery is eye catching for the viewer and the photographs paint a picture that Heinz is the best brand of ketchup and therefore the only brand that anyone wants to use. The imagery speaks for itself so there is only a small amount of text on the posters explaining the reasoning for the posters and the tagline "..it has to be Heinz". The posters are developed mainly for billboards and large displays however they could easily be edited for use on social media and other platforms to spread the message.
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