Kraft Heinz is set to spend £10.6m to drive ‘category reappraisal and emotional engagement’ in canned soup - which is down 6.9% in value sales to £326.5m, having lost £24.4m [Kantar Worldpanel 52 w/e 24 April 2016].
Launching on 1 October, the Love Soup push will centre on a TV ad to illustrate the ‘emotional comfort’ soup can provide. The 30-second slot shows people leaning in with puckered lips, as if for a kiss - but it is revealed they are actually preparing to sip Heinz Tomato Soup. The final frame features the strapline ‘Love Soup. It has to be Heinz’.
The campaign will aim to ‘celebrate the role soup plays in our lives’ and remind consumers it can be enjoyed throughout the year, not just during winter. However, Kraft Heinz intends to employ a two-week weather outlook to ramp up regional activity on radio and OOH during cold spells.
Messaging will also run across radio, VOD and social media, which will use the hashtag #LoveSoup - and a set of 10-second clips will focus on reasons to buy among a variety of audiences: from a young boy getting his 5 a day, to a woman limiting her calorie intake.
Love Soup will drive category growth by playing on “strong emotional connections and functional reasons to buy”, claimed Shane Shortman, senior brand manager at Heinz.