Heinz spotlights ancient origins of ‘soup’ and how it’s able to make the classic meal ‘great now’ in new ad

MARKETECH APAC - June 5, 2023

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Sydney, Australia – Heinz, through agency TBWA\Sydney, has released a new campaign that highlights the origins of the classic meal of soup, and how the brand is able to make ‘soup’ remain delicious and ‘great now’.

Soup as a source of sustenance has long been depicted in art – from ancient Sumerian stone tablets to Pablo Picasso’s ‘La Soupe’ in 1902, evidence shows how soup has always been a staple in people’s daily lives. 

To celebrate its role in ‘humanity’, the latest campaign ‘Good then. Great now’ has taken inspiration from ‘soup art’ to remind everyone that the reasons people reached for soup were the same then, as they are now. 

Rebecca Preston, CMO of Kraft-Heinz ANZ, said, ‘Soup has been fuelling humankind for centuries. It is easy to prepare and can be made from almost any ingredient, making it a universal crowd-pleaser, even as culture and tastes shift. Our campaign celebrates the role soup has played in every culture’s history. It was good then, and thanks to Heinz it is great now.” 

Meanwhile, Katrina Alvarez-Jarratt, ECD of TBWA\Sydney, commented, “This playful campaign disrupts the category conventions by encouraging everyone to take their place in history – and join their forebears as soup eaters.” 

Food historians tell us the history of soup is probably as old as the history of cooking. One of the most ancient food references is Pigeon Soup, consumed by the Ancient Sumerians and documented on a 4000-year-old Sumerian cuneiform tablet. 

The campaign will be running across TV, OOH, social, cinema, and BVOD. 

In August 2022, Kraft Heinz tapped agency TBWA\Sydney as creative AOR for its Golden Circle brand.