The Heinz canned soup portfolio is set for a makeover as part of the brand’s new multimillion-pound campaign.
With the £10.6m Love Soup push set to kick off on 1 October, Heinz’s Classic range will be given clearer variety names and background colours to aid navigation, stronger and more visible claims on front and side of pack, new ingredient imagery, and a back-of-pack story ‘to bring the product to life’.
Arriving on shelf in November, the updated cans will be accompanied by new shelf-ready packaging with a ‘less than 250 calories per can’ claim.
Heinz’s other soup ranges are also in line for a refresh, with Black Label undergoing a rebranding as Heinz Soup of the Day. New packaging will celebrate the ingredients and recipes, set against a blackboard-style design, to drive relevance for a younger target market.
Finally, Big Soup now features a front-of-pack ‘source of protein’ claim.
The Love Soup drive would help to reposition the category, driving growth through significantly increased purchase and consumption during winter, said Shane Shortman, senior brand manager at Kraft Heinz.
“Playing on strong emotional connections, and functional reasons to buy, the campaign will drive key messaging to consumers, highlighting Heinz as the leading and most loved brand in the category,” he added.