HJ Heinz is launching a &£12m television branding campaign for its soups, baked beans and spaghetti products, featuring a new strapline: “There’s a bit of Heinz in all of us.”
The three ads, created by Leo Burnett, show two people who have different perceptions of the same situation, apart from their attitudes to Heinz products.
The campaign, commissioned by Heinz Convenience Meals, breaks on October 4.
One ad, called Smiler, shows a woman heating up cream of tomato soup with a hunky scaffolder looking on through a nearby window. She thinks he is looking at her when in fact he is admiring himself in the window and licking his lips at the smell of the soup. Media buying is through Starcom.