Burnett unveils Heinz soup TV ads

Leo Burnett has created a TV campaign to support the launch of Heinz Microwaveable Soups, which uses humour to emphasise the product's two-minute cooking time.

Leo Burnett has created a TV campaign to support the launch of Heinz Microwaveable Soups, which uses humour to emphasise the product's two-minute cooking time.

The pounds 2 million campaign features two 30-second spots. Heinz has launched the soups in response to changes in the snacking sector together with an increased demand for out-of-home food products.

The commercials break on 30 October and will initially run for three weeks. The first ad, 'quick', shows a post-coital couple lying in bed.

The man sighs contentedly, before giving the woman a cheeky smile. The woman smiles back, then gets out of bed. She moves to the kitchen where she walks to the microwave and reaches it as it pings. She takes out the soup pot and the line 'Heinz Microwaveable Soups. Ready in two minutes' appears.

The second spot, 'haircut', shows a balding man having his hair trimmed, shaved and gelled by a hairdresser. After finishing, the hairdresser goes into the shop's kitchen just as the microwave pings.

The ads target the 90 per cent of employees who have access to a microwave at work. They emphasise the ease of being able to eat straight from the pots. The Microwaveable Soup is available in Cream of Tomato, Cream of Chicken, Vegetable and Cream of Mushroom.

The work follows a campaign which broke earlier this year from Leo Burnett to relaunch Heinz Salad Cream and global work to support Heinz Tomato Ketchup.

Julian Dunn, Heinz's general manager, soup, said: 'Both ads get the message across that Microwaveable Soup is ready in next to no time. It's simply a matter of two minutes from start to finish.'

The commercials were written by Martin Loraine and art directed by Steve Jones. They were directed by Dominic Murphy through Blink with media planning and buying by Starcom Motive.