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.
