Heinz launches biggest brand campaign

Heinz has launched its biggest umbrella brand marketing campaign to date, in a £5m push to build on its “emotional connection” with consumers.

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here