‘Good then. Great now’: Heinz celebrates history of soup in latest campaign via TBWA\Sydney

To celebrate humanity’s favourite meal, Heinz and TBWA\Sydney have taken inspiration from ‘soup art’ to remind everyone that the reasons people reached for soup were the same then, as they are now.

Ever since humans invented soup, it’s been depicted in art. From ancient Sumerian stone tablets to Pablo Picasso’s ‘La Soupe’ in 1902, there is evidence of soup fuelling humankind’s progress throughout history.

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.

Says Rebecca Preston, Chief Marketing Officer of Kraft-Heinz ANZ: “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.”

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

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

Creative Agency: TBWA\Sydney
Production: Bolt
Illustration House: Chulo Creative
Illustrator – Gerad Taylor
Animation House: BUCK

Kraft-Heinz
Chief Marketing Officer – Rebecca Preston
Senior Brand Manager – Greg Burger
Senior Communications Manager – Michelle Interlandi