Heinz hits Aussie TV with Big Red tomato soup sell

<p>SYDNEY: The strong and comforting emotions stirred by a warming </p><p>bowl of Heinz 'Big Red' tomato soup have been gripping Australia and New </p><p>Zealand during the southern hemisphere winter. </p><p><BR><BR> </p><p>Heinz Wattie's Australasia and Leo Burnett Melbourne's new TVC debuted </p><p>on June 3, but it has already tapped into a vein of nostalgia among </p><p>viewers, according to Burnett executive creative director, Shapoor </p><p>Batliwalla. </p><p><BR><BR> </p><p>"This campaign says a lot about things that are important in family </p><p>life, including affection, trust and love. I know that may sound </p><p>cliched, but it does not make it any less evocative," said </p><p>Batliwalla. </p><p><BR><BR> </p><p>The campaign uses the theme "Red is", and associates the brand with the </p><p>qualities of warmth, love, security and comfort. These are linked to the </p><p>brand, before finishing with the slogan: "Red Is Heinz". </p><p><BR><BR> </p><p>Batliwalla said: "We could not have evoked the same reaction had it been </p><p>a new product, but because it was Big Red it struck a lot of people in a </p><p>positive way. </p><p><BR><BR> </p><p>"For a long time the industry has been abnegating its responsibility to </p><p>play to people's emotions by trying to be amusing and humourous; this </p><p>goes the other way. </p><p><BR><BR> </p><p>"In New Zealand, Wattie's has been a part of people's lives and it owns </p><p>an emotional tie with the market there," Baltiwalla added. </p><p><BR><BR> </p>