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
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
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
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
They were directed by Pete Salmi through Joy Films. Media was through
Burnett was appointed global guardian of the Heinz brand after winning a
pitch for the dollars 30 million convenience food business in April this