Heinz is backing its Big Soup range with a print and outdoor campaign to support its range of chunky soups.
Leo Burnett has created the advertising, the first for the brand since Burnett won the Heinz Soup business last year, which starts with two executions in the December issues of men's monthlies and two further executions planned for January and February.
The advertising uses visual effects to highlight that the soup, which contains pieces of baked potato, is hearty enough to satisfy large appetites. The posters display the damage caused by the weight of the soup. One shows a bent soup spoon, another shows a handle snapped off a saucepan.
Special media includes a 48-sheet poster that has collapsed and fallen to the floor because of the weight of a Big Soup can that sits in the right- hand corner.
The campaign attempts to raise awareness among Big Soup's core male audience.
Big Soup already has an 82.2 per cent share of the chunky sector of the soup market, according to Taylor Nelson Sofres.
Jessica Martin, Heinz's brand manager, soup, said: 'Heinz is driving growth through innovation across the soup market. Heinz Big Soup is the only branded player in the chunky sector and these ads capture the hearty appeal of the range.'
The campaign was created by Paul Miles and Adam Staples at Burnett, with the photography by Dave Stewart.
Media planning and buying is through Starcom Motive.