The ads, targeting mums and teenagers, are designed to position Heinz Ketchup as the definitive tomato sauce brand with the strapline: "You can't eat without it."
Heinz is also planning a second burst of activity for the beginning of next year.
Media, which has been planned and bought by Starcom Motive, will run nationally on ITV.
One 40-second "Granny & Grandad spot opens with a boy being handed breakfast by his granny. He refuses to eat it so his grandfather fetches the bottle of ketchup. The same thing happens at lunch. The ad closes with his granny puckering up for a goodnight kiss. The child looks horrified, so the grandfather again retrieves the bottle of ketchup.
The campaign was written by Mike McKenna and art directed by Greg Martin. It was shot by Dominic Murphy through Partizan.