The company has briefed direct marketing agency EHS Brann Cirencester to create its Tinytums customer relationship programme, which has been designed to appeal to the mothers of children at three stages of growth.
Using data from Bounty, which gives free gift packs to young mothers, the first stage of the campaign commences this month.
It will target 80% of mothers with four-month-old babies with a 16-page Tinytums magazine that will offer advice on the first stage of weaning their babies, and a guide to Heinz's range of baby food.
The pack will also contain a DVD guide to weaning produced by Heinz in association with Discovery Health, a sachet of cereal, a money-off coupon and a card that recipients can use to collect promotional tokens on selected products.
Mothers can obtain further information from www.tinytums.co.uk.
The second phase of the scheme will roll out early next year to provide information on the next stage of weaning, including advice on foods suitable for seven-month-olds.
Later in 2005, Heinz will send the mothers a pack to celebrate their baby's first birthday. The 'Baby's Big Adventure' mailer will contain information on Heinz products suitable for babies aged over 12 months, such as the Farley's range. It will also contain money-off coupons.
Tinytums was originally conceived with the help of agency Liquid Communications, but Heinz subsequently awarded its baby foods direct marketing account to EHS Brann.