Text background for a div

I've found code that lets me have text as a watermark and I'm wanting something like that but not for the page – just for the div it's attached to. The techniques I've seen all utilise ::before or ::after and absolute positioning. Here's what I get if I change it to relative

View attachment 259776

This is going to be a pdf and it would have the heading repeated behind the text in pale grey.

I've got a fiddle at http://jsfiddle.net/bteghy3a/

But obviously, I have some way…

Text background for a div