Heinz puts the focus on family values

Heinz is drawing on the advertising heritage that produced the acclaimed grandfather and his grandson ads with a corporate branding campaign that oozes family values.

Heinz is drawing on the advertising heritage that produced the

acclaimed grandfather and his grandson ads with a corporate branding

campaign that oozes family values.



Latchkey kids, a single working mum and an exhausted long-distance lorry

driver are featured in the commercials that, the company claims, reflect

a dramatically changing social climate.



Each of the five 60-second films through Bates Dorland is overlayed with

a specially composed soundtrack by the South African band, Ladysmith

Black Mambazo, the group that found fame when it was featured on Paul

Simon’s 1986 album, Graceland.



The commercials, which were written by Paul Diver, art directed by Alan

Morrice and directed by Tim Connolly, were shot using a largely

non-professional cast.



The campaign - described by Tim Ashton, the executive creative director

of Dorlands, as ’Mike Leigh meets Ken Loach’ - broke this week in the

Yorkshire and Tyne-Tees areas prior to a national launch. Media buying

is through IDK Media.



The new advertising, part of a pounds 17 million above- and

below-the-line marketing programme by Heinz this year, is the latest

attempt to position the brand at the heart of family life.



It follows earlier efforts that have included reviving the grandfather

and grandson and, more recently, the United Nation TV campaign featuring

a wide variety of people enjoying Heinz products in different ways.



Andy Bryant, the board account director on Heinz for Dorlands, said: ’We

felt the United Nation campaign did a good job, but it had a very

rational appeal. We felt we needed to evolve and underline the very

emotional values of the Heinz brand.’



Ashton added: ’Because audiences are now so ad-literate, we’ve taken

great care not to put saccharine into the films. The music is

fundamental to the campaign because it will make people look at the

screen.’



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