Heinz takes ads home

Food manufacturer Heinz is to offer third-party advertising in its customer magazine, Heinz at Home, following the decision to hand its pounds 6m contract publishing account to Redwood Publishing.

Food manufacturer Heinz is to offer third-party advertising in its

customer magazine, Heinz at Home, following the decision to hand its

pounds 6m contract publishing account to Redwood Publishing.



Six pages of advertising will be available in the October issue and will

be sold to non-competing FMCG companies.



It will be the first time the title has carried advertising since its

launch in 1994. The company plans to increase pagination from 24 to 36

pages.



Heinz at Home has a circulation of 4.5 million and is distributed

quarterly to raise brand awareness and launch cross-sell promotions to

customers.



The magazine originally appeared in several different editions, tailored

to appeal to specific groups and was sent to respondents to previous

promotions.



Sources say that the title will now have fewer formats, which will be

dropped into target areas chosen from Heinz’s huge database. The company

hopes to attract a new audience while also cutting production and

distribution costs.



Heinz declined to comment on the shake-up and denied it was essentially

a cost-cutting exercise.



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

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer