AFL legend Cameron Ling is ‘The other Big Red’ in new Heinz campaign via Vizeum + BD Network

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Lingy Poster.jpgHeinz, Melbourne media agency Vizeum and BD Network have introduced AFL Premiership player and Seven Network AFL commentator, Cameron Ling as the brand ambassador for a new range of ‘Big Red’ Tomato sauce.

Famous for his signature red hair, Ling will represent Heinz in above the line, point of sale and experiential activations over the coming months.

The former Geelong superstar introduced a preview to the campaign in the ‘Gimme Something’ segment on the AFL Pre Game broadcast on the Seven Network on July 20th. This included behind the scenes footage of the new Heinz television commercial before the official launch of the campaign on 27 July.

Horizontal.jpgThe campaign consists of integrated sponsorships across:

  • ‘AFL Game Day’ – Seven Network
  • ‘AFL Pre Game’ – Seven Network
  • AFL Finals Series – Seven Network
  • AFL Grand Final coverage – Seven network
  • Brownlow Medal coverage – Seven network
  • MCG and Etihad stadium screen sponsorship displaying “Time On” 20 minutes into each quarter

In developing the campaign, the Heinz Marketing team worked with Vizeum Melbourne to build an emotional connection between the new top down see-through bottle of Big Red and consumers.

 

Vizeum’s strategic development recognised the consumer’s passion for sport and the creative opportunity it presented.

Says Danielle Gowling, business director at Vizeum: “Cameron Ling was a no brainer for this campaign; he’s a red head, is synonymous with footy and has an association with quality. We’ve had a lot of fun working with him so far and we look forward to seeing the results for Heinz Big Red.”

Says Natalie Koenen, group marketing manager at Heinz: “Vizeum’s strategy will give us fantastic access to footy at a time when the race to the finals draws huge crowds to games and the broadcast viewers soar. Our hard working Heinz team together with our creative agency BD and Vizeum all believe we have hit the mark regarding audience association and we expect this ‘sport centric’ approach to be a match winner for the Big Red brand.”

Creative agency BD Network were involved in the development of the ‘Reinvented by Lingy’ TVC script and other consumer facing elements of the campaign including point of sale.