Heinz invites Brits to bathe in soup

A new Heinz Soup campaign turns cosy cravings into sensual storytelling — celebrating Brits’ irrational love for Cream of Tomato.

Created with Wieden+Kennedy London, “Bathe in Comfort” puts Heinz Cream of Tomato Soup at the centre of a vivid visual metaphor: a warm bath of nostalgia, taste and emotional indulgence.

Based on the playful insight that people love the soup so much they say they’d bathe in it, the campaign brings that idea to life in rich, steamy detail.

Through striking OOH, social and audio, the work surrounds audiences with the creamy warmth that’s made Heinz the UK’s top-selling soup.

“We know Heinz Soup is the ultimate comfort,” said Alessandra de Dreuille, Director of Meals & Infant at Kraft Heinz. “Our consumers told us they love it so much they want to bathe in it.”

Joe de Souza, Group Creative Director at W+K London, summed it up: “While we refrain from recommending this particular activity, we can definitely agree that the comfort offered by a warming bowl of Heinz Tomato Soup is second to none.”

Rolling out across high-traffic OOH, scroll-happy social, and ASMR-adjacent audio, the campaign serves up comfort wherever Brits might need it most.

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