Heinz launches innovative digital campaign for its classic soup

Heinz is launching a new £8 million campaign for its classic soup, which features an innovative weather-reactive element.

Kraft Heinz has launched a new £8 million creative marketing campaign to advertise the classic Heinz soup range ahead of the colder winter months.

A 20-second advert which was played on TV for the first time yesterday night (Monday September 25th), featuring the strapline 'Heinz Soups. Made with Great', as the brand places a focus on its natural ingredients and lack of preservatives by showing how Heinz's classic tomato soup is made.

It also explores the role of the cans that contain the soup and how important these are in keeping the soup fresh.

As well as the TV advert, the campaign includes social media ads and even has a weather-reactive element that will be triggered to the brand's audience at the most relevant moments.

Steve Chantry, commercial director at Kraft Heinz, explained: "This ad is part of our drive at Heinz to stimulate growth back into ambient soups: driving reappraisal of canned soup through highlighting our high-quality ingredients with no artificial colours or preservatives."

This advert comprises just half of the new campaign, with a second ad set to follow in October, centred around the brand's new Soup of the Day range.

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