Global has partnered with Starcom to create a UK audio campaign for Kraft Heinz soup that is responsive to weather conditions.
The ads, delivered by digital audio advertising platform DAX, trigger in the weather such as cold, rain and snow to create personalised and relevant audio ads for each listener.
Asmita Singh, senior branch manager of Soups at The Kraft Heinz Company, said: “We hear from our consumers on social media that they most crave soup when the weather is cold or snowy.”
The campaign will feature on UK radio stations including Heart, Smooth and Classic FM.
“We want to speak to people at the most relevant moments,” said Singh. “Forecasts indicate that the last week of January will bring a significant downward turn in temperature.”
Ollie Deane, director of commercial digital at Global, said: “With the unpredictable weather in the UK, dynamic campaigns using specific data help brands to reach relevant audiences”
The campaign will run until 28 February and could reach more than 25 million radio listeners each week.