The campaign, spearheaded by a new 20-second TV ad, aims to drive category engagement and reappraisal of canned soups. It highlights the quality of the ingredients used in the Heinz Classic Soups range, as well as reinforcing the importance of the role of the can in protecting the soup inside, without the need for artificial preservatives or colours.
Targeted towards the over-35s, campaign activity includes TV, video-on-demand, digital and social. It also features a weather-reactive component, triggered at moments that are most relevant to consumers.
Steve Chantry, Commercial Director at Kraft Heinz said: “This ad is part of our drive at Heinz to stimulate growth back into ambient soups: driving reappraisal of canned soup through highlighting our high-quality ingredients with no artificial colours or preservatives.”
The second instalment of the campaign launches in October, with a £4m investment in the new Soup of The Day range.