Heinz is investing £4m in a new TV and radio campaign showcasing Heinz Classic Soup.
The soup brand has been warming customers throughout winter for over 100 years.
Airing for the first time on Monday 1st October, the TV advert shows a woman, who has seen the full effects of a British winter, being soaked through.
Once inside her home, she goes through the process of trying to warm herself from the outside in.
She eventually sits down to enjoy a steaming bowl of Heinz Cream of Tomato Soup, and is instantly cheered, and warmed from the inside out, with the wintry weather she experienced finally forgotten.
The end frame then features a visual of the Heinz Classic Cream of Tomato Soup stating: ‘IT HAS TO BE HEINZ.’
The ad will feature a 30 second execution and a 60 second version during selected programming.
In addition, radio adverts featuring celebrity voiceovers will be aired as part of the campaign.
Going live on 1st October, the adverts will run until throughout autumn and winter featuring familiar personalities such as Tom Baker and Caroline Quentin reflecting on their experiences of Heinz Soup.
The radio adverts will be tuned to the weather conditions, and up weighted when the temperatures drop.
Jack Wallace, Marketing Manager, Heinz Soup, said:
“This campaign represents significant investment from Heinz in the soup category, with the Classic Soup brand.
“As the soup market leader and the architects of category growth, we see as it as essential to lead the way during this cold and dark time of the year.
“We are sure that the adverts will resonate with consumers and remind them that when it comes to soup this winter, “IT HAS TO BE HEINZ”.
Heinz has a 38% share of the total UK soup market, which is worth £615m.
Heinz continues to lead the wet ambient sector of the soup category – worth £341m – with a value share of 66%.