To celebrate its 150th anniversary, Kraft Heinz is launching a campaign to highlight three of its core products – soup, baked beans and mayonnaise – as it looks to “leverage its power as a food masterbrand”.

The campaign, developed by BBH, kicks off with a TV ad for Heinz Seriously Good Mayonnaise, which shows how little things can improve someone’s day, ending with the line ‘Heinz Makes it Better’.

TV ad link:

Further TV executions for Heinz Baked Beanz and cream of tomato soup will go live in August and September, with the £7m campaign also supported across digital, out-of-home, radio and social media until December.

It marks the first time in 10 years that Heinz has focused on multiple brands in one campaign.

Heinz marked its 150th anniversary by celebrating ‘150 years of clean plates’ in April, with a campaign focusing on perhaps its most iconic product, Heinz Tomato Ketchup.

Olivia Hibbert, director of brand building at Kraft Heinz, says of the latest campaign: “2019 is an exciting moment; as we celebrate our 150th birthday and look to leverage our power as a food masterbrand more; reminding consumers how Heinz can help to make the everyday little moments that little bit better. Each of our ads is designed to portray real moments and represent the breadth of our products and consumers.”

Quoted by Marketing week