Heinz partners Warner Bros. on superheroes campaign

Heinz will be “making teatimes great” with the launch of a new After School Heroes campaign, which features some of the brand’s best-known products dressed up as superhero characters.

The company has partnered with Warner Bros. Consumer Products United Kingdom and Ireland to promote a selection of quick and easy meals that children will enjoy.

Leveraging the iconic superheroes of DC Comics, the campaign showcases the Heinz core ranges – pasta, Beanz, soup and tomato ketchup – as a great teatime staple with an exciting new look. For a limited period, Batman, Superman and Wonder Woman will feature on pack and in stores in their animated forms. The activity demonstrates Heinz’s commitment to driving category value and volume in a fun and interactive way, targeting the key back-to-school time for shoppers, Heinz said.

The campaign, which is running for 12 weeks over the back-to-school period, features a simple and clear category message highlighting the role Heinz products can play at making teatimes great for parents and kids. The activity will run across all consumer platforms including on pack and in-store promotions, TV and digital advertising, and PR.

This activity will be supported by a competition for consumers to win prizes including 1,000 goodie bags, 1,000 DC Comics DVDs and a family holiday to Los Angeles, which includes a tour of the Warner Bros. Studios lot and entry to Six Flags Magic Mountain theme park.

In the retail space, Heinz has also teamed up with Tesco to run an exclusive After School Heroes “buy, scan, win” competition, where shoppers can be in with a chance of winning a family holiday.

Heinz brand manager Matthew Mill said: “The After School Heroes campaign has given us an opportunity to cross promote our range in a fun and inspiring way and we can’t wait for its launch. The partnership with Warner Bros. Consumer Products has enabled us to use the iconic Super Heroes of DC Comics, such as Batman, Superman and Wonder Woman, in a fun, light-hearted campaign that targets both kids and parents.

“The back-to-school time is busy while parents return to the routine of juggling school, work and family time. They look for quick and easy teatime solutions for their children and research shows that last year, during this key period, 28% of households with children increased their grocery purchases.”

Warnes Bros. Consumer Products UK & Ireland general manager Preston Kevin Lewis said: “The power and popularity of DC Comics superheroes continues to go from strength to strength among adults and children alike in the UK, so partnering with Heinz, another trusted household name, is tremendously exciting for us.

“Everybody loves the delicious Heinz pasta range, Beanz, soup and reduced-sugar and salt tomato ketchup, and we can’t wait to see the customer’s response once these supermarket favourites receive the DC Super Hero treatment.”