Heinz relaunches soups range with sample roadshow

September 30, 2004

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Heinz relaunches soups range with sample roadshow

LONDON - Heinz is backing the relaunch of its soups range with a six-month roadshow that aims to allow 1.4m consumers to sample the products.

The campaign, developed by brand experience company Theatre, starts in October.

The roadshow will visit city centres, shopping malls and consumer exhibitions across England, Scotland and Wales. Consumers will be invited to try three variants from Heinz’s Special premium soup range.

The roadshow will tie in with in-store activity, TV and press advertising. Heinz has also launched a dedicated .

The campaign has been overseen by Heinz Soup marketing manager Dan Ince.

Earlier this month, Heinz responded to consumer anxiety over the obesity crisis by cutting salt and sugar levels in its tomato soup, the first change to the recipe since the soup's launch 94 years ago.

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Marketing