This campaign targets consumers who are likely to have seen the vodka pasta trend on TikTok, sparked by Gigi Hadid. It is a product launch of vodka pasta sauce.

Fun campaign, inspired to cook, aspirational as like Gigi Hadid.

This campaign is different because it pairs two unlikely brands together in a clever and unusual way. Although you wouldn't usually think to pair a pasta sauce brand and a vodka brand, it is a well suited pairing based on the viral TikTok recipe. It allowed them to harness the power of social media whilst promoting a product that is likely to be very popular amongst younger audiences. They used Instagram as a key element of the campaign, recreating humorous posts and promoting the product using recipes. The sauce was sold at Waitrose for only a few weeks, which drove sales as the product was very exclusive.

"Heinz pasta sauces are up more than 50%." (The Drum, 2023) since the launch of the campaign

5 key words- interesting, viral, humorous, fun and inventive.

• Competition for two guests to win a stay when released in cinemas.

• Collab featured on Air BnB social media

• Guests can take home a pair of impala neon skates worn in the movie.

  
  

• Airbnb will celebrate the film with a donation to Save the Children to support equal access to learning resources for children, families and communities in over 100 countries. The funds will help “to build girls’ confidence and help them excel in school – ensuring everyone has equal opportunity to achieve success

• Targeting: older viewer including adults who grew up with the movie.

• Feeling: fun, excitement, youthful, fantasy, nostalgia

-Youtube video and advert showcasing the difficulty of seeing the signs of bad mental health

-Kit launch in collaboration with Samaritan worn by players

-Data release poster explaining the average ticket holder for a Norwich FC game is sadly the same average age as those men most at risk of taking their own life, according to the club. 

-They are targeting everyone, all genders in order to showcase the importance of checking up on friends and family even if they aren't showing any signs of struggle

-It is rebranding the stereotypes surrounding mens mental health

-This campaign is different as it is not often that football is associated with mens mental health. It also urges a powerful message surrounding suicide prevention

Keywords:

-community

-moving

-Important