Created with Wieden+Kennedy London, “Bathe in Comfort” puts Heinz Cream of Tomato Soup at the center of a vivid metaphor—a warm, steamy soak of nostalgia, taste, and emotional indulgence that follows people through their day.
What makes ‘Bathe in Comfort’ stand out?
The idea taps a playful consumer truth—people love Heinz Soup so much they say they’d bathe in it. The campaign brings that line to life with rich visuals that feel cozy, familiar, and a little cheeky, inviting audiences to sink into comfort.
How is the comfort brought to life?
A sensorial mix of high-traffic OOH, scroll-happy social, and ASMR-adjacent audio surrounds audiences with creamy warmth and sound cues that echo the ritual of soup—steam, stir, sip—turning a daily pause into a branded moment.
Why does this matter for brand building?
Comfort is a powerful memory trigger. By pairing nostalgic cues with modern craft, Heinz refreshes a category icon—linking taste memory and emotion to a simple, repeatable ritual. That combination drives recall and distinctiveness.
What’s the OOH takeaway?
Like the best OOH, this work scales frequency and talkability. The steamy metaphor is instantly legible at a glance, yet rich enough to reward social replays and audio reminders—proof that place-based media can anchor multisensory storytelling.
FAQs about this campaign
What is Heinz ‘Bathe in Comfort’?
A campaign by Wieden+Kennedy London that uses a warm bath metaphor to place Heinz Cream of Tomato Soup at the center of comfort and nostalgia.
Where does the campaign run?
Across high-traffic OOH sites in the UK, scroll-friendly social formats, and ASMR-adjacent audio.
Why this creative idea?
Consumers say they love Heinz Soup so much they’d ‘bathe in it’—the work playfully brings that insight to life.
How is it relevant to OOH/experiential?
It leverages place-based reach and repetition to build memory structures—amplified by social and audio for multisensory immersion.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
