Heinz, famous for its beans, soups and sauces, was praised for sponsoring soap 'Emmerdale' and showing that "Heinz salad cream was more than just a sauce only to be used for salads" at the event, hosted by the Superbrands Council and based on a survey by research agency TNS Media Intelligence.
Troubled Marks & Spencer, the board of which this week spurned a takeover offer by retail guru Philip Green, finished top in the retail rankings ahead of Tesco and Asda.
Gillette, boosted by its recent endorsement deal with David Beckham, was a surprise winner for best household product, scooping the accolade from Dove and Radox.
BT was awarded the title Superbrand for best services, Duracell for best technological and Jaguar for best car manufacturers and motor services.
Winning brands in each sector for advertising were: Walkers for food; Dove for household; Duracell for technology; Tesco for retail; Yellow Pages for services; Direct Line for car insurers; and Halifax for finance.
TNS Media Intelligence surveyed 275 consumers, who were asked to value the brand on advertising, quality, affinity and finally their favourite.
Steve Cheliotis, chair of the Superbrands Council, said: "People become emotionally attached to 'superbrands'. They offer security and reliability and you get to know them as a friend."
David Haigh, chief executive of Brand Finance, said: "Superbrands need to guarantee originality and confirm quality, but the really important attributes are emotional. Reassurance, association, aspiration and self-expression are powerful value drivers. Consumers want bespoke brands that fulfil all these needs."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .