Heinz lets soup out of the can with £4m campaign to welcome in winter
Kraft Heinz is ushering in the winter season early with a £4m weather-reactive campaign for its Classic Soups range that focuses on the ‘natural’ make up of the product.
Heinz lets soup out of the can with £4m campaign to welcome in winter
The ‘Made with Great’ campaign draws attention to the ingredients that go into the canned soups and the fact that they are preservative and colour-free due to being “protected by the can”.
The ad opens on “a handful of sun-ripened tomatoes” which burst into a saucepan of classic tomato soup, together with a pinch of spice. As the camera pans out, it is revealed that the saucepan is in fact the can itself, as a voiceover states, “And only protected by the can, so no artificial colours or preservatives”.
The ad ends in a family scene – targeted towards the 35-year-old and above consumer – with the strapline ‘Heinz Soups. Made With Great’.
The 20-second ‘Made with Great’ ad hits screens on Monday (25 September). It will be activated across multiple channels including TV, VOD as well as digital and social. The campaign also features a weather-reactive component, triggered at moments that are most relevant to consumers.
It is aimed at driving category engagement and reappraisal of the canned soups.
The campaign marks the first instalment of an £8m winter campaign to market the brand’s soups range, with the second ad launching in October to focus on the new Soup of The Day range.
Steve Chantry, commercial director at Kraft Heinz said: "This ad is part of our drive at Heinz to stimulate growth back into ambient soups: driving reappraisal of canned soup through highlighting our high quality ingredients with no artificial colours or preservatives.
"As brand leader, it is our role at Heinz to spearhead this, while also reminding consumers to enjoy our delicious soups through the upcoming autumn and winter seasons."
