London and other parts of the country were shown overrun by leeks, tomatoes and potatoes in Heinz's 'Better make some room' campaign for its soups that ran earlier this year. TV and press ads showed popular London places, such as Buckingham Palace and the South Bank, covered in vegetable patches to cater for growing demand for the soups. They also illustrated the soup's increased veg content while an accompanying website encouraged city dwellers to grow their own produce.