Heinz has launched a new £5m ‘Heartwarming Heroes’ campaign with both a consumer-facing element and a competition for pubs, restaurants and other food outlets.
Pubs and restaurants can win a top prize of £20,000, £10,000 of which is for the outlet and £10,000 of which is to organise a community event.
The whole campaign is knitted together with imagery showing Heinz foods, including Beanz and Tomato Ketchup, wrapped up in woolly hats and scarves which will appear on in-store and in-restaurant POS, outdoor media and elsewhere. There will also be social media, sampling and PR support
In addition, a national radio campaign will feature celebrities including Chris Tarrant, Griff Rhys-Jones, Barbara Windsor and Mel & Sue from The Great British Bake Off revealing their own Heartwarming Heinz moments.
Marco Marioni, assistant brand manager at Kraft Heinz, says: “The new campaign will remind consumers that Heinz products are tasty, feel-good foods that warm them up both physically and emotionally. We’re investing £5 million in the campaign which will reach over 90% of consumers shopping across all Heinz categories.”
Pubs and restaurants have until the end of November to register at www.heinzheroes.co.uk. They will get sent a pack including POS materials and free samples.
Consumers are being invited to nominate the pub or restaurant which they think is most at the heart of a community. They can vote by text, online at www.heinzheroes.com or by using #HEINZHERO on Twitter or Instagram.
The Heartwarming Heroes campaign follows on from the brand’s After School Heroes campaign which it launched for the back-to-school period and which is still open until November 1st.
In that promotion, Heinz teamed up with DC Comics to launch a Super Heroes themed promotion on its core ranges; Pasta, Beanz, Soup and Reduced Sugar and Salt Tomato Ketchup. For a limited period, Batman, Superman and Wonder Woman have been featuring on pack and in stores in their animated forms. A competition offered consumers the chance to win prizes including 1,000 goodie bags, 1,000 DC Comics DVDs and, the star prize, a family holiday to Los Angeles.