Alastair Duff, the marketer who launched Heinz’s high profile ’At
Home’ initiative, is to become head of marketing for the firm’s
burgeoning European Food Service division.
The new role, which he takes up in January 1999, will see him reporting
to Heinz’s European Food Service managing director and former UK
marketing head, Lawrence Balfe. In July Heinz brought in Ian Glen from
Albert Fisher Group as its UK director of Food Service.
Four years ago, as head of UK grocery marketing, Duff launched the
’Heinz At Home’ direct marketing programme. Designed to build loyalty
and cross-sell Heinz products through a series of magazines, it was the
first attempt by an FMCG giant to shift significant budgets below the
line. However, the programme was scrapped earlier this year.
Duff, an accountant by training, then became general manager, marketing
for Heinz’s frozen and chilled division, under the Weightwatchers
With the growing trend among European consumers for eating out, Food
Service has become one of Heinz’s most profitable divisions, showing
consistent growth of 3%-4% per year.
Heinz provides food stuffs for restaurant and pub outlets across the
world. It supplies all European Burger King outlets with ketchup,
Whitbread pubs with ketchup and beans, and retailers including
Sainsbury’s with a variety of sandwich fillings.
Separately, Fiona Hubert a brand development manager in the ketchup and
condiments division, is leaving the company in January to become direct
marketing manager for Save and Prosper.