The integrated campaign will also be its biggest spend in five years, with new TV and radio ads, in-store activity and PR.
The initial campaign will focus on the brand’s five core products: Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Cream of Tomato Soup and Heinz Spaghetti Hoops.
The “It has to be Heinz” campaign has been designed to celebrate the way people perceive the food brand.
Giles Jepson, Heinz sauces and soup marketing director, says: “As we have seen through the recent downturn – Heinz varieties are resilient to downward shifts in consumer spending, and we anticipate that this major new campaign will not only drive growth of the Heinz products, but will also lift each of the categories involved.”
Advertising was created by AMV.BBDO and media by Vizeum. Digital activity was produced by Grand Union.
According to Nielsen data The Heinz Company in the UK is worth over £1bn and is showing value growth of 8.8% year on year, on a moving annual total basis to September 2009.
TNS World panel data also reveals that over 97% of households purchase at least one Heinz product every year.