The six-month TV campaign created with Sky Media, which launched 9 June 2014, will air across Nickelodeon, Nicktoons and NickJr every day at teatime.
The partnership will be supported by a competition hosted on Nickelodeon’s website, which invites children to create a fun adventure story about a tomato, the ‘hero ingredient’ of Heinz Pasta. Stories from the top four winners will be used to create content for 30-second adverts to be shown on all Sky Media and Nickelodeon channels for the rest of the TV campaign.
Additional activity includes a digital advertising campaign that focuses on the nutritional benefits of the pasta range. Heinx says that each portion contains a whole tomato, providing one of your five-a-day and, for the first time, the campaign will highlight the inclusion of iron for normal cognitive development.
The Heinz Pasta label is also undergoing a refresh. The bolder keystone features a whole tomato to remind mums why it’s good for you.
The pasta market is worth £94m. Within this, there are various sectors:
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