DDB New Zealand reckons that Heinz makes food more exiting!
As for visual solutions? Jury's out.

Client: Heinz Agency: DDB New Zealand Vanessa Wu : Collective Force : Photographer The Lounge : Retoucher Toby Talbot : Executive Creative Director Mike Davison : Head of Art Damian Galvin : Art Director Carlos Savage : Copywriter Account Manager: Libby Weston-Webb