Creative Spotlight: Heinz

October’s stand out ad ladles up a brilliant example of audio storytelling, showcasing how the theatre of the mind can be almost as satisfying as the real thing. Heinz’s latest radio ad for its iconic Tomato Soup relies purely on sound to create a world rich in warmth, nostalgia, and sensory appeal.

Playful and slightly surreal, the ad invites listeners to imagine floating in a bowl of Heinz Tomato Soup, like a human crouton. Guided by a calm, reassuring voice, the spot builds a sensory world of warmth and familiarity without relying on visuals.

A simple idea, seasoned with wit, sharp writing and immersive sound design, Heinz reminds us that great storytelling doesn’t always need a screen, just a strong concept and an evocative script.

Creative agency: Hogarth Worldwide