Heinz today (19 October) announced the launch of its "biggest" umbrella brand marketing campaign, called "it has to be Heinz". 

The company said that its multi-product, multi-platform represented Heinz's biggest marketing investment in the last five years.

The GBP5m (US$8.2m) campaign will kick off this week with Radio, TV, in-store and PR. Web activity will roll out as the campaign "gains momentum".

The campaign will seek to build on the emotional connection between consumers and Heinz products. It will focus on five core products: Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Cream of Tomato Soup and Heinz Spaghetti Hoops. However, the group added, the overarching aim is to provide a "halo" to all the Heinz products.