Heinz way off pitch at pop’s V2000 event

The golden rule for brands communing with today’s yoof – “make sure your involvement is relevant” – was ignored on a grand scale at this month’s V2000 pop festival.

The worst offender award went to Heinz Salad Cream. In a bid to wean the kidz off mayo, the salad creamers pitched a pale yellow inflatable, branded-to-the hilt, dome structure at the event.

Not only did the promotional staff seem to abandon the stall early but a Heinz spokesman wasn’t even aware the brand had a presence at V2000.

Cereal Partners’ brand Golden Grahams fared better by disguising its pitch as an off-the-wall, rave-cum-cheesy lounge affair under “The Followers of Grahams” banner, offering “true enlightenment”. The Diary’s instantaneous vox pop discovered no one knew who Graham was or had any interest in breakfast cereal but they were happy to jiggle around to Tom Jones impersonators and the like.

Only a heady combination of Virgin Radio’s awesome cocktails, Budweiser’s free beer dollars and the almighty punk rock god Joe Strummer kept your intrepid festival Diary’s remnants of sanity intact.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here