Heinz Soup & Perion: Serving Comfort Through Programmatic DOOH
Objective
Heinz Soup, one of the UK’s most iconic and beloved brands, set out to reinforce its place at the heart of everyday comfort.
Leaning into what makes the brand truly distinctive, Heinz re-energized its famous end line, “It Has To Be Heinz”, evolving it from a simple sign-off into powerful strategic positioning. The campaign anchored the brand in meaningful, real-life moments, reminding people that when it comes to comfort, nothing quite compares to a warm bowl of Heinz Soup.
Solutions
In collaboration with Carat and Dentsu OOH, Perion helped redefine Heinz’s media strategy through a data-driven, programmatic DOOH approach.
Carat identified two of the strongest drivers of soup sales: temperature and the common cold. Cold weather has a clear relationship with category demand, with sales rising sharply as temperatures fall.
Dentsu OOH and Perion transformed the media strategy, shifting to programmatic DOOH to ensure Heinz showed up precisely when consumers felt the cold most acutely. Dentsu OOH’s proprietary ECOS planning tools shaped the inventory pool using Circana data, concentrating spend exclusively where Heinz held strong category share. Roadside Digital 48s and 6s were selected for reach and retailer support, running 8 am–7 pm to align with peak consumption moments.
The Perion DSP delivered two temperature-triggered creatives: "The ultimate hug in a bowl" for temperatures below 10°C, and "Frosty outside? Heinz inside." for temperatures below 6°C. When the year opened with a cold snap, Perion's programmatic setup allowed the team to react instantly, launching five days ahead of schedule.
Results
The campaign delivered strong incremental growth for Heinz Soup, outperforming both own-label competitors and overall category trends:
- Heinz Tomato Soup sales increased +2.5%
- Positive media short-term sales ROI
The campaign validated the strategy's effectiveness.
The Heinz soup campaign won Gold for Best use of pDOOH for Performance and Silver for Best use of data at the JCD Programmatic DOOH Awards 2026.
Ready to turn real-world conditions into real sales results? Talk to your Perion DOOH team.
