Heinz hits Aussie TV with Big Red tomato soup sell

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

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