AFL legend Cameron Ling is ‘The other Big Red’ in new Heinz campaign via Vizeum + BD Network
Heinz, 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.
The 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.
18 Comments
This is what happens when media companies do ‘ideas’.
Yuk
Sure, get the redhead in to talk sauce, but ‘Reinvented by Lingy’ sinks the campaign by being not even remotely close to believable.
Lingy. Red Hair. Big Red. Of course. Hilarious.
Is this what people will get in the digital influenced and target specific era? A person who is only familiar to the supposed captive viewing audience in a brand spend?
Will they repackage this for the NRL with Paul “Fatty” Vautin as their brand ambassador?
Or they could even use Stuart O’Grady in a campaign aimed at cyclists. He was, by self admission was “on the sauce” for a bit.
And eye make up.
Wouldn’t Fatty Vautin be ideal for Fat Yak?
”Vizeum’s strategic development recognised the consumer’s passion for sport and the creative opportunity it presented.”
Then left it at that.
This is not very good – at all. The strategy ‘guys like sport’ = LINGY!!!
What does this say about the product? how does it build the brand? Etc.
Annoyingly silly
Rocky Dennis sells sauce.
They should have got Daniel Merret from the Brisbane Lions! He’s a redhead and his nickname is ‘The Big Sauce’! Doh!!
Nice of them to include the creative agency in developing the TV script. I’m sure the planner was terribly upset to let someone creative near it, but hey, we’d better give them a go.
Lingy is much better suited for radio
Red head used to promote red sauce in the AFL… why? Because they’re both red? Wow subtle and clever. Good lord has it come to this?!
Is this a joke its almost unbelievable how can this carrot/orange top guy resemble a bottle of red tomatoe sauce, next time I put on an orange top I’m going to say to everyone how do you like my red top !!!
where is my comment posted
Heinz has got you al talking about it!
JOB DONE!!
This advert is so pathetic. Get the person who really came up with the concept to present it