The campaign kicks off this month and will involve a total of 450 days of sampling at supermarkets and in more than 20 city centres nationwide, as well as at the October's Ideal Home Exhibition and at the BBC Good Food Show in November.
The sampling activity, through Theatre, will be reinforced by in-store price promotions and POP designed to increase dwell times and flag up the new range. Support includes TV and press ads, PR and online. Sampling teams will also be handing out recipe cards, to emphasise the straightforward ingredients used by Heinz.
"People tend to refer to soup in a more backward looking way - that it's something for when they're cold or something they had as a child. We want to drive a reappraisal of the soup category and demonstrate how it is relevant to them, and how Heinz soup has changed to meet today's consumer tastes," said Dan Ince, Heinz Soup marketing manager.
Heinz soup currently has 60 per cent of the market share. By conducting a sustained campaign throughout the autumn/winter "soup season", Heinz believes it can increase consumer consumption of the soup category as a whole.