Heinz Soup has unveiled its winter activity to help retailers drive growth in the category.

Kicking off this month, the brand’s £10.6m ‘love soup’ campaign will include TV and radio advertising, as well as PR, digital and outdoor activity.

The brand will also increase its outdoor and digital advertising when the weather gets colder to drive sales.

Shane Shortman, senior brand manager at Kraft Heinz, said: “We want to make soup the first choice for lunch throughout the year and extend the season that shoppers consider it as an option.”

Heinz Soup is also rolling out new packaging from November that will promote the brand’s health qualities.

The brand is producing shelf-ready packaging that promotes that soups contain less than 250 calories per can.

Heinz is also relaunching its Black Label range as Soup of the Day to appeal to younger consumers .