Heinz launches biggest marketing campaign in UK

Heinz has launched what's set to be its biggest umbrella brand marketing campaign ever, representing Heinz's biggest spend in the last 5 years.

"It has to be Heinz," is a multi-product, multi-platform campaign which will build on the emotional connection that the Heinz brand holds with consumers.

The £5-million campaign kicks off with radio, TV, in-store and PR. Web activity will roll out as the campaign gains momentum. The concept is inspired by Heinz research which shows that British people already know subconsciously that there are certain moments in life when, "It has to be Heinz."

Featuring creative from AMV BBDO, media from Vizeum, PR from Cow PR and Grayling, digital from Grand Union and in store activity through The Big Kick, the programme will focus on a range of emotions which are intrinsically linked with particular Heinz products. The initial campaign will focus on five core products; Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Cream of Tomato Soup and Heinz Spaghetti Hoops, however the overarching aim is to provide a halo to all the Heinz products.

Designed to celebrate the way people perceive the country's most loved food brand, "It has to be Heinz," will communicate Heinz moments within the context of life truths, to show Heinz understands the certainties of everyday life and why certain things just 'have to be'.

The Heinz 'platforms' will be brought to life across a wide range of media, the TV ads for instance will feature a series of short vignettes that tap into life moments in a way which only Heinz can.