Heinz has launched a new TV ad for its microwaveable meal range ‘Heinz Pasta Pouches’.

The 30-second commercial, which first aired yesterday, aims to drive awareness and sales of the range which launched in July and will be backed up by 10 second cut downs.

The advert shows how Heinz Pasta Pouches make for a more ‘lively lunchtime.’

Using stop frame animation, an entire kitchen becomes magically transformed with kitchen utensils coming to life, while a Heinz Pasta Pouch is being cooked in the microwave.

The campaign will cost £2 million and will be supported by in-store activity.

“Heinz is dedicated to looking for new ways to drive value in the pasta meals category and the new advertising campaign aims to build on this,” said Heinz Kids & Pasta Meals senior brand manager Jack Wallace.