Starcom Launches Soup Cup Campaign For Heinz
Media planning and buying agency, Starcom Motive, is launching a massive outdoor ad campaign to promote Heinz soup across the UK.
The campaign will include outdoor advertising on Adshel bus shelters, featuring 6 sheet posters which will incorporate dynamic image technology to make it appear that heat and steam is rising from the soup cup.
Heinz is supporting the ads with 2000 Adshel panels close to retail outlets. Starcom have also secured the biggest ever free standing 3D sites in the shape of a giant Soup Cup in ten locations across the UK.
Commenting on the campaign, Will Phipps, group account director at Starcom Motive, said: “The brand essence is one of grabbable warmth and where better to showcase this when people are out and about during a chilly autumn day. Combined with our insights about consumer lunch choice indecision we’ve been able to create a contact innovation that is both surprising but also incredibly efficient.”
Ninfa Grazzini, senior brand manager on Soups at Heinz, added: “This is a media first for Heinz, we really wanted to create something different, whilst making sure we communicate with consumers when they are making their lunchtime snack choice.”
Former Starcom Motive vice chairman, David Connolly, was yesterday named as the independent adjudicator responsible for overseeing airtime sales at ITV following the merger of Carlton and Granada (see Starcom Motive’s Connolly To Oversee ITV Airtime Sales).
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