Heinz is kicking off its first TV advertising for the Squeeze & Stir range it launched earlier this year.

The ad, part of a £2m marketing investment in the brand, will air for four weeks from 7 November during shows including The X Factor, Big Brother and Come Dine with Me.

Sales of Squeeze & Stir, an instant soup made from a concentrated purée, have hit £1.3m in its first 13 weeks on shelf, said Heinz.