Burnett ads reassert Heinz brand

Leo Burnett is launching its debut advertising for Heinz Convenience Meals next week with a pounds 12 million campaign that introduces the endline, ’There’s a little bit of Heinz in all of us.’

Leo Burnett is launching its debut advertising for Heinz

Convenience Meals next week with a pounds 12 million campaign that

introduces the endline, ’There’s a little bit of Heinz in all of

us.’



The campaign shows Heinz as the common link between very different

people and aims to update the traditional values associated with its

baked beans, soups and spaghetti.



Each of the ads in the series features characters who take highly

contrasting views of the same situation but have at least one thing in

common - their appreciation of Heinz.



’Toddler’ features a woman complaining about her husband’s late-night

out while preparing a jacket potato and beans in the kitchen. When she

enters the dining room she sees him feeding their son and so immediately

softens towards him.



We then see the situation from the husband’s point of view where it is

revealed that he is in fact feeding himself with the toddler’s baked

beans.



Another execution, entitled ’scaffolder’, features a young woman

preparing Heinz soup while trying to catch the gaze of a scaffolder

outside. She succeeds but is shocked to see him licking his lips at

her.



Seeing the situation from his point of view we see that he cannot see

her at all and is actually admiring his own reflection in the glass and

licking his lips at the smell of the soup.



The final ad in the series, ’Colin’, launches the Heinz foil-sealed

pouch soups. The ad shows a mother visiting her wayward student

daughter. She is then shown to be pleasantly surprised at the effort

she thinks her daughter is making on her behalf.



’In our latest advertising we reflect on how people relate to Heinz. It

is the way the consumer feels about our product that defines the Heinz

brand,’ says Robin Walker, Heinz director, European Convenience Meals.

’Heinz is central to so many people’s lives, and the advertising

recognises this in a stylish and entertaining way.’



The ads were written by Martin Loraine and art directed by Steve

Jones.



They were directed by Pete Salmi through Joy Films. Media was through

Starcom.



Burnett was appointed global guardian of the Heinz brand after winning a

pitch for the dollars 30 million convenience food business in April this

year.



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