Heinz Soup is back on TV this month with an advert which highlights both Heinz Classic soup and Cup Soup brands as the “perfect winter comfort”.
The ad forms part of the brand’s £5m cross-category campaign, ‘Heartwarming Heroes’, which features outdoor and in-store visuals, along with a radio campaign featuring a number of well-known celebrities, social media and PR support.
The Heinz Cup Soup range has established itself with consumers since launching last July, with the range seeing a growth in the value of sales rise to £2m over the last quarter alone.
The range offers consumers the opportunity to enjoy Heinz Soup instantly, whether it’s for lunch, a snack or to eat on the go. Heinz expanded its dry soup offering in March, with four new Classic Soup recipes and three of its Black Label recipes for the first time.
Marco Marioni, Cup Soup Assistant Brand Manager at Kraft Heinz, said: “We have noticed a growing consumer trend for spicier and more exotic flavours and wanted to ensure we innovated our offering to reflect this. Our new Black Label recipes – Cream of Tomato with a Kick of Chilli, Cream of Tomato with Fiery Mexican Spices and Cream of Chicken with Aromatic Thai Spices – have proven to be a big hit with shoppers offering a modern twist to the classic flavours they know and love.”
As part of the Heartwarming Heroes activity Heinz has partnered with the Royal Voluntary Service and TV presenter Ruth Langsford to encourage the nation to share a ‘Heartwarming Moment’ with an older neighbour this winter.
Heinz will be donating £10,000 to the Royal Voluntary Service as part of the campaign, as well as 100,000 cans of soup to their lunch clubs.
