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Aim: Find a unique way to celebrate a hundred years of Heinz
Solution: Heinz chooses to take its spotlight and champion all sides alike - after all, all mains need sides.
For years, sidekicks have championed the heroes, who have always taken centre stage... until now. For it's 100th anniversary, Heinz ignites a web-wide revolution for sidekicks and side dishes alike.
After all, where would the heroes be without their loyal sidekicks - Princess Peach would be long gone if it wasn't for Luigi
(Mario just takes all the credit).
The
brief
INTRODUCING:
MAINs NEED SIDEZ
Move aside Batman, there's a new a hero in town #sidezverified.
"I REALLY RELATE TO THE SUPER STRONG, GOOD
LOOKING ONE WHO NEVER MAKES MISTAKES"
(said no one, ever.)
This is why this campaign is spot on - it calls to the underdog in all of us.
CALLING ALL
SIDEKICKS OF
Heinz teams up with Twitter to produce the ’Sidez verified’ tick. The tick will only be bestowed upon the most worthy
Sidez-kicks of the web.
Heinz will use it's social media platforms as an open call to Sidekicks far and wide.
Twitter users will have the opportunity to nominate their most “Sidez verified”worthy friends and family, with the potential to be chosen by Heinz to have the Sidez verified tick for a month and feature in the #sidezverified hall of fame.
POWER TO THE PEOPLE
A reactive
social campaign
Heinz will take on a witty and playful personality when replying to followers who choose to engage with the campaign. Taking inspiration from Innocent's recent campaign #Definitelyblue, the campaign will stir an online debate about heroes vs sidekicks
Animated videos
of ordinary people
The best Sides Verified stories, entered via social media, would be featured on the website. the creme de la creme of Sidez-kicks would feature in their very own animated 'origin story' - finally putting sidez in the spotlight.
