Direct News: Heinz targets young mums

Heinz is starting a three-stage direct marketing initiative to promote its baby foods and establish an ongoing relationship with mothers.

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.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win