Heinz is launching a new press campaign to support its Mum’s Own Recipe range of prepared baby food.
The campaign, which has been created by McCann Erickson, aims to show mothers that Heinz is inspired by real home cooking.
One execution says, “approved by Katherine, the world’s toughest food critic” and shows a photograph of baby Katherine with her mum, alongside colourful scribbles drawn by the baby.
A second execution for “juicy apricot chicken with rice” features a mother with two children and says: “It’s so scrummy it never gets thrown on the floor.”
The campaign breaks on November 1. Media planning and buying is through Vizeum.