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.
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.
Rebecca Preston, chief marketing officer 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," said Preston.
"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.”
Katrina Alvarez-Jarratt, executive creative director of TBWA\Sydney, said this playful campaign disrupts the category conventions.
"It encourages everyone to take their place in history - and join their forebears as soup eaters," she said.
Food historians say 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, BVOD.
Credits:
Kraft-Heinz
Chief Marketing Officer – Rebecca Preston
Senior Brand Manager – Greg Burger
Senior Communications Manager – Michelle Interlandi
Creative Agency: TBWA\Sydney
Production: Bolt
Illustration House: Chulo Creative
Illustrator – Gerad Taylor
Animation House: BUCK
