Heinz is investing £2m in the soup category this autumn with its Heinz Classic range.
The front of pack label is set to feature a ‘1 of your 5’ a day keystone logo that will highlight the ‘goodness’ credentials of the range, whilst TV and radio advertising aims to drive further awareness of the range throughout the key soup season.
In addition, Heinz is continuing to invest in its ‘Secret Ingredient’ campaign, to encourage consumers to use soup as an ingredient when they are cooking.
The ‘1 of your 5 a day’ keystone logo hopes to make the brand’s goodness credentials much clearer to consumers.
Available on 300g, 400g and 800g formats and on shelf from the end of September, the Heinz Classic Soup range includes the following 10 varieties that all count towards the recommended five a day:
- · Heinz Classic Cream of Tomato
- · Heinz Classic Vegetable
- · Heinz Classic Carrot & Coriander
- · Heinz Classic Tomato & Butterbean
- · Heinz Classic Minestrone
- · Heinz Classic Mulligatawny
- · Heinz Classic Cream of Tomato with Basil
- · Heinz Classic Organic Cream of Tomato
- · Heinz Classic Pea & Ham
- · Heinz Classic Lentil
Heinz is also using TV and radio advertising to further build on its emotional connection with consumers and push the message that when it comes to soup ‘it has to be Heinz’.
The advertising aims to increase consumer engagement with Heinz during the soup season whilst also telling them that Heinz Cream of Tomato soup is ‘1 of your 5 a day’.
Research by Heinz has shown that announcing the ‘1 of your 5 a day’ phrase increases brand consideration of Heinz Classic Cream of Tomato soup for both new and existing users.
In the radio campaign, celebrity voiceovers will be used to promote the range.
Caroline Quentin talks about how a bowl of Heinz Classic Tomato Soup gets her warmed up while she curls up on the sofa, while Mark Williams enjoys a flask of Heinz Classic Tomato Soup when fishing.
Other celebrity voiceovers include: Lucy Porter, Hugh Dennis and Suggs who outline why Heinz Classic Soup is so important to them and how it offers 1 of your 5 a day.
In addition, from the end of September, Heinz Classic Soup will be back on TV with its ‘Whistles’ advert.
Previous airings of the campaign have been a key driver for total brand growth, with the volume sales of Heinz Classic Soups increasing by five per cent between September 2010 and May 2011.
The TV and radio advertising will be supported by promotional activity in-store to encourage purchase by shoppers.
Throughout the soup season, Heinz is continuing to drive consumption of its Classic Soup range with its ‘Secret Ingredient’ campaign, which encourages consumers to use soup as a cooking ingredient.
The campaign has already seen results online with longer dwell times and click through rates than targeted.
The results highlight that mums and older women are receptive to the campaign which encourages them to cook simple recipes for their families during the week.
The recipes and cooking tips are also available through print media and online advertising at deliaonline.com.
Lynsey Hurst, Heinz Classic Soup Marketing Manager, commented:
“We have made a significant investment in an integrated marketing campaign for the Heinz Classic Soup range to maximise the huge sales potential, by driving emotional engagement and consumption by giving consumers more reasons to by Heinz soup, particularly during the winter months.
“In order to do this, we believe that it is important to create consumer awareness of the brand and reinforce the ‘1 of your 5 a day’ message.
“This is particularly important as consumers are demanding healthier meal options and we know that despite all good intentions, it can be hard to eat five portions of fruit and vegetables every day.”
The wet ambient soup market is worth £350 million and is growing +5.0 per cent in value, relatively flat in volume at +0.5 per cent.
Heinz is growing ahead of the market in value +7.8 per cent with a value share of 69.2 per cent.