Kraft Heinz has launched a new £10.6m media campaign, to drive category reappraisal and emotional engagement in the Soups category.
Featuring a range of people and occasions, united by the anticipation and intensity of the first sip, ‘Love Soup’ is the latest campaign to hit TV screens from Kraft Heinz. The 30 second TV ad features a selection of moments where people lean in, as if for a kiss, before revealing that they are leaning in to enjoy their first sip of Heinz Tomato Soup. The final frame features a Heinz Tomato Soup pack shot, with the slogan ‘Love Soup. It has to be Heinz’.
The campaign will gain further traction across radio and VOD, as well as Facebook activity and the supporting social media hashtag #LoveSoup.
With fewer shoppers buying less frequently and the strong association of eating soup when the weather is poor, the new campaign aims to build an emotional connection with consumers, reminding them of their love for the product, and the fact that Heinz Soup can be enjoyed throughout the year. As the brand leader in the wet ambient soup category, currently worth £293 million (Nielsen 13 August 2016), Kraft Heinz will drive awareness of Heinz Soup’s functional benefits, such as low fat, ‘1 of your 5 a day’ and less than 250 calories per can, whilst also appealing to consumers’ emotional side.
Kraft Heinz has created a set of 10 second TV ads around reasons to buy, to communicate different messaging for a variety of audiences. From a young boy who can meet his 5-a-day easily, to a woman who is looking to limit her calorie intake, the shorter snippets will trigger brand consideration and drive consumption.
Monitoring a two week weather outlook, Kraft Heinz will increase radio and digital out of home ads during poor weather spells.
Pack designs across the Heinz soup portfolio have been updated. The ‘Classic Heinz Soups’ range will benefit from clearer variety names and background colours, more visible health claims on pack and ingredient imagery. The updated packs will feature new shelf-ready packaging, calling out the ‘Love Soup’ campaign message and the ‘Less than 250 calories per can’ benefit.
Heinz’s wider soup range is also getting a refresh, with the ‘Black Label’ range undergoing a rebranding as ‘Heinz Soup of the Day’. The new packs hero the ingredients and recipes, set against a blackboard label design, to deliver strong real-food cues via a new proposition and claims and drive relevancy for a younger target market. Finally, with consumers frequently looking for food items with added functional benefit, Heinz’s £23m sub-brand ‘Big Soup’ now features a front-of-pack ‘Source of Protein’ claim.
With brand new ‘Love Soup’ visuals, a full range of supporting POS material has also been developed for retailers looking to boost sales of Heinz Soup, including ‘Love Soup’ fully branded shippers, ladder racks and digital out of home outside of stores – helping retailers further drive consumer engagement and an association with Heinz Soup.