back on our TV screens next month, as part of a multi-million pound marketing campaign to remind and reassure mums about the goodness benefits of its pasta range.The six month TV campaign created with Sky Media, launching on 9 June, will air across Nickelodeon, Nicktoons and NickJr every day at teatimes.
It aims to build an emotional connection with mums to reignite their passion for Heinz Pasta by drawing on the fun and imaginative brand personality, reiterating that for smiles at meal times, IT HAS TO BE HEINZ.
The partnership will be supported by a competition hosted on Nickelodeon’s website, which invites children to create a fun adventure story about a tomato – the hero ingredient of Heinz Pasta.
Stories from the top four winners will be used to create content for 30 second adverts to be shown on all Sky Media and Nickelodeon channels for the rest of the TV campaign.
Additional activity includes a digital advertising campaign, which focuses on the nutritional benefits of the pasta range.
Every portion contains a whole pomato, providing one of your five a day and, for the first time, the campaign will highlight the inclusion of iron for normal cognitive development.
The pasta range is also naturally low in sugar; low in fat and contains absolutely no preservatives.
The Heinz Pasta label is also undergoing a refresh to enable busy mums to see at a glance all of the goodness that has been packed into the range.
The bolder keystone features a whole tomato to remind mums why it is good for you and it uses real product imagery so consumers can anticipate the taste.
Laure Gentil, Brand Manager for Pasta and Vegetables at Heinz, said:
“We know that busy mums need convenient and tasty meal time solutions which are good for their children, particularly if they are graduating from the Infant Feeding category into more grown-up foods.
“With the Heinz pasta range, mums can be reassured they are serving up a nourishing meal-time accompaniment, whilst making teatime more fun.
“Having been a firm favourite in households for over 80 years, we feel now is the right time to remind mums about the goodness found in every can of Heinz Pasta.
“This is brought to life for children too with the Nickelodeon competition, as they have the opportunity to interact with the brand on an educational level, whilst having fun.”
