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Heinz is raising awareness of the crisis of child hunger in the UK.

An animated film tells the story a girl called Jess who is haunted by "The Rumble", an amorphous creature that follows her around school all morning, distracting her from her lessons. Finally a teacher explains to Jess that The Rumble isn’t a monster, but rather her need to be fed, and leads her to a plate of Heinz beans.

Along with the film, the campaign will include a research report and an "Empty plate" installation on London’s South Bank to raise awareness of the scale of child hunger in the UK. Created by Wonderland Communications, the 1,300 square-foot installation is made up of 1,800 plates to represent the 1.8m children at risk of hunger in the morning.

The brand has partnered food charity Magic Breakfast to feed schoolchildren across the country, many of whom are at greater risk of hunger due to the Covid-19 pandemic.