Heinz and Clear Channel Create unveil UK's largest ever steaming billboard
 
 
 

Heinz is awarded March's Campaign of the Month for its ground-breaking outdoor campaign that includes the UK's largest 'steaming' billboard, developed by Clear Channel's Create division.

Every day until 9 March, between the peak commuter hours of 6.30-9.30am and 5-8pm, a giant pot of steaming Beef Stew and Dumplings soup will entice hungry passers-by to try out Heinz's Taste of Home range.

The giant soup pot (2.6m x 3.8m) conceived and planned by Vizeum and Posterscope (Hyperspace) and developed by Clear Channel Outdoor's Create division, is situated on a Mega 6 billboard - the largest portrait format in outdoor. This particular site at Twyford Abbey on the North Circular is unmissable, a head-on location facing three lanes of traffic at a notorious hot-spot reaching travellers heading from Central and North London towards West London, the A40 and the West.

Laura Groves, Soups Senior Brand Manager at Heinz said, "The scale and impact of this unique special build really adds an extra dimension to our great campaign."

While the creative and scale of this special build will generate huge stand-out for the brand, reaching 1.2m people every two-weeks*, the team has also brought the site to life through the addition of a 'steam' effect. Controlled by an electronic timer, the soup pot will emit steam at the busiest times of the day, demonstrating the creativity and flexibility of the outdoor medium.

This special build is supported by roadside and underground large portrait sites and 1,400 roadside and rail 6-sheets modally targeting commuters in Greater London.

Kerry Boys, planner at Vizeum, said: "We recommended outdoor, targeting consumers on their way home as the perfect medium to prompt consumers about a warm, filling soup on cold winter evenings."
 
*Source: Department of Transport

For more information on Clear Channel Create click here