Heinz has launched a new European advertising campaign, focusing on how Heinz Tomato Ketchup brings food to life. The new ads – the first pan-European TV campaign for the ketchup for seven years – feature a collection of food moments that simply aren’t the same without Heinz Tomato Ketchup.
Ten different versions of the TV ad have been created to ensure that each reflects local tastes when it comes to eating ketchup. The UK ad which aired on Wednesday, October 1, and runs until the first week of December, sees Heinz Tomato Ketchup bringing a bacon sandwich to life when the sauce is spread on the bread. Another of five different food moments includes topping a burger with Heinz Tomato Ketchup; another sees someone enjoying steak and chips with the sauce.
The ad will also feature a tag-on at the end, highlighting the new Heinz Tomato Ketchup 50% Less Sugars variety, which went into stores during September. The product was developed for consumers looking for healthier options.
Lucy Cawkwell, European marketing manager, Heinz Tomato Ketchup, said: “We’re really excited about the new campaign. It really celebrates the idea of bringing food to life and also highlights the quality of the tomatoes which give our sauce its unmistakable taste.”
The campaign also introduces for the first time the use of Heinz-own tomatoes in the recipe which are specifically selected and grown from Heinz seeds for their unique taste and deep red colour.
The campaign is the result of extensive consumer research conducted in key markets across Europe. In addition to the new TV ad, the campaign will also include a range of in-store promotions across Europe, and talking labels in the UK and Ireland. The campaign will also be promoted via the Heinz Tomato Ketchup Facebook page.
View the ad, here.
