Heinz Tomato Ketchup Budget: £6m
Manufacturer: Heinz

Heinz demonstrated the strength of its ketchup brand in a recent advertising campaign that showed a tomato on the vine morphing into a bottle of the product. The tagline, 'We don't have to play ketchup', was designed to reinforce the brand's position as the UK's number one tomato ketchup and was a dig aimed at Premier Foods' Branston brand.

Colman's Budget: Undisclosed
Manufacturer: Unilever uk foods

Unilever took an all-singing, all-dancing approach to highlight to consumers the variety and versatility of its Colman's brand. TV adverts demonstrated the versatility of the Colman's range and set out to show that no traditional English Sunday lunch would be complete without a serving of Colman's mustard, horseradish or mint sauces.

Kikkkoman Soy Sauce Budget: Undisclosed
Manufacturer: Kikkoman

Kikkoman played on the length of time it takes to brew its soy sauce for an advertising campaign that broke at the start of the year. Print ads for its naturally brewed soy sauce carried the strapline, 'Our secret ingredient is time', and contrasted the many months it takes to mature each bottle of the product with its instant results in the kitchen.