Kraft Heinz is kicking-off the soup winter season with the first strand of an £8m media investment.

The first £4m will be invested behind its Heinz Classics Soups range with the new “Made with Great” campaign aiming at driving category engagement and reappraisal of canned soups.

The campaign highlights the quality of the ingredients used in the Heinz Classic Soups range, as well as reinforcing the importance of the role of the can in protecting the soup inside, without the need for artificial preservatives or colours.

The 20-second TV ad, which hits screens from 25th September, will communicate the quality of Heinz Soups.

The campaign, targeted towards the 35yr+ consumer, will be activated across multiple channels including TV, VOD as well as Digital and Social. The campaign also features a weather-reactive component, triggered at moments that are most relevant to consumers.

Steve Chantry, commercial director at Kraft Heinz, said: “This ad is part of our drive at Heinz to stimulate growth back into ambient soups: driving reappraisal of canned soup through highlighting our high quality ingredients with no artificial colours or preservatives.

“As brand leader, it is our role at Heinz to spearhead this, while also reminding consumers to enjoy our delicious soups through the upcoming autumn and winter seasons.”

Kraft Heinz will launch the second instalment of the £8m media campaign with £4m investment on the new Soup of The Day range, supported by TV, VOD as well as Digital and Social from October.