London major advertisers including unilever, heinz and sony are all placing an increased emphasis on umbrella branding as part of their communications strategies, as they seek to emphasize values going beyond individual products or services. Heinz, the food manufacturer, has recently launched a £5 million 8.3m &euro5.6m marketing campaign in the uk based around the tagline "it has to be heinz", with its ads featuring a number of its goods. These include tomato ketchup, beanz, salad cream, spaghetti hoops and cream of tomato soup, with the hope that this approach will have knockon benefits across its portfolio.
