Heinz 'deli mum' by Abbott Mead Vickers BBDO

Heinz is launching an ad campaign to introduce its new Deli Mayo, which it claims makes sandwiches taste as good as if you have your own New York deli man in your kitchen.

The spot opens on a family going about their morning routine with "Mum" making sandwiches for the kids' lunch boxes.

However "Mum" is in fact a male uniformed New York Deli sandwich maker, who reminds Dad to give him a kiss before he leaves the house.

It ends with the strapline "Mayo with a New York Deli flavour".