HEINZ18:RJTHOMPSON BOOK EIGHTEEN

I own this. Don’t rip it of f. © R J Thompson Two-Thousand Ten / MMX

Robert J. Thompson | 300 Heinz Street, #C109 | Pittsburgh, PA 15212 | 412.779.7665 | www.whatiszola.com | r j@whatiszola.com

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RJTHOMPSON H.J. HEINZ COMPANY

Project Title:Nancy’s Gourmet Foods

Media Used: Adobe Photoshop CS4 Adobe InDesign CS4Adobe Illustrator CS4Adobe Distil ler

Research Criteria:Research based on the design brief provided by the marketing and product development staf f. Re-search is based on product price, availability, and the qualitative attributes of the target purchasing audience.

Target Audience:Women ages 30-60 years.

Concept:Create a clean, legible layout that accommodates both heavy copywriting and pleasing imager y.

Solutions:The Nancy’s stable of products celebrates a re-spectable reputation amongst consumers both in quantitative sales and qualitative tastes, and it’s af-fordable in most, retail supermarket or chains like Wal-Mart, Target, and more. The pivotal action

supplying the advertising approach behind the Nancy’s brand is comprehensive consistency– re-gardless of the medium or format, the visual appli-cations must be consistent in color, type, message, and for the most part , strateg y. The following page details how that consistency is applied: the f irst image is a magazine ad, the two images to the right are freezer clings. The only notable dif ferences between the three are minor logo dif ferences, with which the magazine advertisement address the latest iteration of the logo and the freezer clings utilizing an antiquated version. Color of the head-lines are noticeably dif ferent simply because of the context/environment in which they appear– the freezer clings, seen in supermarkets, are more noticeable in larger, white type as opposed to a small , golden type.

(Right)Nancy’s marketing collateral: full-page ad and static freezer clings.

RJTHOMPSON H.J. HEINZ COMPANY

RJTHOMPSON H.J. HEINZ COMPANY