Heinz have launched a new £5 million cross-category campaign entitled Heartwarming Heroes during a period which Heinz are coining Soup Season.
The new campaign will include Heinz food products such as beans and tomato ketchup wrapped up in woolly hats and scarves in outdoor settings.
There will also be a national radio campaign in the UK which will feature celebrities such as Chris Tarrant and Barbara Windsor who’ll reveal their heartwarming Heinz moments.
Assistant brand manager at Kraft Heinz Marco Marioni said: “The new campaign will remind consumers that Heinz products are tasty, feel-good foods that warm them up both physically and emotionally. We’re investing £5 million in the campaign which will reach over 90% of consumers shopping across all Heinz categories. It will be supported by social media, sampling, PR, in-store support and displays.
“October is a key time for our consumers. Summer is over, the nights are drawing in and the Christmas in-store push is fast approaching. By announcing Soup Season through a cross-category campaign like this, we’re providing even more reasons for shoppers to buy Heinz. So the message to retailers especially in convenience channels is that Soup Season is coming and Heinz Soup is the nation’s favourite”.
© FoodBev Media Ltd 2020
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