our idea
Our creative goal was to communicate that consumers can “Skip The Cold, Not The Special” with Heinz Soup Of The Day. We wanted to show consumers that they don’t need to leave the comfort of home and face the harsh winter elements in order to enjoy a delicious range of cafe inspired soups… they don’t even need to take their trackies off!
Working with French animators Monsieur Walter, REBORN developed bespoke chalk-style animations reminiscent of a cafe specials board, designed to capture the cold and miserable feeling of having to step outside on a winter’s day. The campaign then positioned Heinz Soup Of The Day as the solution to the winter woes: a range cafe inspired soup suitable for any mood.
To drive contextual relevance and creative cut through, the campaign also features clever creative executions that speak to specific weather conditions, which are dynamically targeted through the Weatherzone app based on weather forecasts.
Ensuring that the creative idea was consistent across all channels, REBORN also developed digital out of home creative that delivered our “Skip The Cold, Not The Special” creative idea, while also driving packshot recognition and driving consumers to the ambient soups aisle.
The campaign ran across Video on Demand, digital, social, Spotify, and OOH.