VH Sauces.
Which
hero will save your dinner?
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To reposition the brand as a more versatile solution for delicious weeknight dinners, calling for an original creative platform to propel future growth.
With the aim to get consumers to reach for VH over other cooking sauces - specifically busy parents with young kids who value convenience and flavour. Whilst also considering each product can be a cooking sauce, marinade, or dip.
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I began forming a concept that would marry up the idea of presenting a meal solution but be playful enough that it would identify as something for children. This is where the idea of a superhero route started to form.
Making each product have its own ‘hero’ identity not only created relevant impact on the eye, but it also broke down the speciality sauce barrier.
Once established as an overall concept, the key visual could then be expanded upon to focus on individual products. Examples of this are seen below where versatility of the overall route can be seen through product adaptations.
Come the end of the pitch, the client had an overarching campaign, together with expansion options for longevity. Thus maximising effectiveness and value per investment.
