Heinz has launched its biggest umbrella brand marketing campaign ever.

The £5m 'It has to be Heinz' campaign has kicked off on radio, TV and in stores, with web activity to follow.

The initial campaign focuses on Tomato Ketchup, Beanz, Salad Cream, Cream of Tomato Soup and Spaghetti Hoops. It is based on research which shows there are moments in life when 'It has to be Heinz'.

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