Good Then. Great Now.
Kraft Heinz
Overview
Soup has been depicted in many forms of art throughout history, which made us wonder, “Do you think they were having the same chats about what’s for dinner as we are now?”
And so a series of silly commercials featuring ancient cultures talking about the convenience, nutrition and deliciousness of soup was born.
Challenge
Making canned soups relevant to modern-day Aussies who are faced with a plethora of other options is a hard ask. We needed to find a way to help Heinz reclaim their icon status as a brand and drive a product message at the same time.
Disruption®
As category leader we knew if we grew the category, we would grow the brand. But first we needed to find a simple, unique truth about soup.
In our research we noticed soup has been depicted in many forms of art throughout history, which made us wonder, “Do you think they were having the same chats about what’s for dinner as we are now?”
