Chris Tarrant, Griff Rhys-Jones, Barbara Windsor and Mel & Sue are teaming up with Heinz for a £5m campaign.

Launching this month, the ‘heartwarming heroes’ heinz campaign includes radio ads featuring the celebrities, as well as social media activity, outdoor advertising and PoS.

The campaign will promote Heinz Beanz, Tomato Ketchup and Heinz’s soup range.

Marco Marioni, assistant brand manager at Kraft Heinz, said the campaign would reach 90% of consumers who buy products from the categories Heinz is involved in.