HJ Heinz started the big integrated campaign in the UK market for its five core categories — Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Cream of Tomato Soup and Heinz Spaghetti Hoops. It will help to build a «emotional connection» between the brand and consumers.

This £5 million campaign includes TV and radio ads, in-store activity and PR. AMV.BBDO, Vizeum and Grand Union agencies were involved.

«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,» said Giles Jepson, Heinz sauces and soup marketing director.

via Marketing Week