The week in marketing

- Heinz in brands push.

Heinz is planning a multi-million-pound umbrella campaign across its entire product range as it steps up its battle against supermarket own-label products. It is thought the strapline for the campaign, which will run on TV and in-store, will be 'It has to be Heinz'. The activity, which rolls out in October, marks the first time that the food company has advertised all its products simultaneously.

Off the supermarket shelf, page 14

- Vodafone hirings

Vodafone has appointed TalkTalk managing director Wendy Becker to replace Frank Rovekamp as its group chief marketing officer from next month. The mobile operator has also appointed Lee Epting, former head of Forum Nokia, the world's biggest mobile application developer community, as its branded content director. Epting will lead the roll-out of Vodafone's branded services for its mobile portal, music services, video-on-demand and retail activity.

- McCain appointment

McCain Foods GB has appointed the chief executive of the Potato Council, Helen Priestley, as its marketing director. She replaces Simon Eyles, who left to become head of private-label marketing at Asda. Priestley has worked for the British potato industry body for a decade.

- Sky to offer 3D TV

Sky has announced its intention to launch a 3D channel next year, enabling customers with a Sky+HD set-top box to watch 3D content if they own a 3D-ready TV set. Sky has more than doubled its number of HD subscribers in the past year, following a campaign to promote the service at a reduced price.

- MSN Video ad trials

NatWest, T-Mobile and Audi will be among the first firms to trial ads on the MSN Video Player, a free, streaming-video service that offers full-length television shows. The player, which is funded by advertising, is to launch this week. It will include more than 300 hours of BBC Worldwide content.

- O2 appoints Evans

O2 has appointed Kylie Evans as a marketing specialist in its new business team. Evans was formerly head of marketing for ITV's digital channels. She has also previously worked as Sky's head of brand marketing. Meanwhile, the mobile operator has confirmed that its marketing director, Sally Cowdry, will return from her maternity leave on 10 August.

- Phones4U cards

Phones4U is rolling out two prepaid MasterCard products. The Escape MasterCard is aimed at ethnic minority consumers who want to transfer money abroad, while the Neon MasterCard will target 13- to 18-year-olds. Both cards will be sold through Phones4U's stores.

- BMW quits F1 racing

BMW has confirmed its exit from Formula One. The German car manufacturer will leave the sport at the end of the season to free up resources for deployment elsewhere in the business.

Ed Kemp on sports marketing at marketingmagazine.co.uk

- STA culinary travel

STA Travel has tied up with restaurant chain Wagamama to create a series of food-themed holidays in Asia. The six destinations on offer are China, Japan, Thailand, Malaysia, Vietnam and India. The restaurant brand has set up a microsite to help consumers discover the origins of its dishes.

- Wyevale brand to go

Wyevale Garden Centres' branding will virtually vanish, as part of its strategy to boost its local and horticultural credentials. The company has been renamed The Garden Centre Group and plans to reinstate outlets' pre-takeover names. Wyevale branding has been removed from 90 stores; about 10 will retain the name.

Editor's comment, page 23

- Scotch gin launched

International Beverage is launching a premium Scottish gin brand. Caorunn gin, which went on sale at the weekend, is aimed at the urban professional market. International Beverage distributes several alcohol brands in the UK, including Chang beer and Speyburn single malt and MacArthurs blended malt whiskies.

- Yakult ad campaign

Yakult, the probiotic drink, is launching a £1.5m TV ad campaign on 10 August. The work, created by Euro RSCG, will initially run for eight weeks alongside print activity.

- Waitrose widens lines

Waitrose is forming closer ties with sister company John Lewis and expanding into homewares, kitchen products and gifts. The aim is to take market share from its rivals Tesco and Sainsbury's. Thousands of John Lewis products will be made available on Waitrose.com.

- Mars DVD giveaway

Mars is launching its biggest promotion to date across the majority of its portfolio of 'bitesize' products. From next month, the '1 in 10 chance to win a DVD' promotion, organised in association with Warner Bros, will run across 19 Mars bitesize and sharing lines, including Maltesers, Galaxy, Minstrels and M&M's.

- Virgin in pay-TV push

Virgin Media is promoting its pay-TV service in the final instalment of its 'Powerful Stuff' ad campaign. The latest execution showcases the Virgin TV service, with on-demand programming including BBC iPlayer, films, TV series and music videos.

Jeremy Lee on media at marketingmagazine.co.uk

- FSA labelling proposal

The Food Standards Agency (FSA) has launched a consultation aimed at resolving barriers to an integrated approach to front-of-pack labelling. An independent study commissioned by the FSA found that shoppers would benefit from a single scheme and the most effective approach, in terms of comprehension and preference, includes the words 'high, medium and low', percentages of GDAs and 'traffic lights'.

- Citroen heritage ad

Citroen has launched a TV campaign to mark its 90th anniversary. The ad, by Euro RSCG Paris, focuses on its design heritage by showing an array of Citroen models produced since the brand's launch.

- Fringe benefits for sponsors

The biggest arts festival in the world, the Edinburgh Festival Fringe, gets under way at the end of this week and continues until the end of the month.

The event will feature more than 34,000 acts and has attracted sponsorship from a variety of brands, including Magners Irish Cider, Metro, HMV, RBS and Black Bottle.

Magners will build on its sponsorship of the 2009 Fringe with an outdoor campaign that will carry the strapline 'Time dedicated to the festival'.

MOST READ

Marketingmagazine.co.uk's most clicked-on stories for the week ending 31 July 2009

1. Manchester United fans hit back at Tevez taunt ad
2. Sky Sports plots ESPN response
3. Brit Insurance to replace Vodafone as principal sponsor of England
cricket team
4. Sony Ericsson to add logo colours
5. Unbranded Starbucks stores attempt to come up with a new brew
6. Coca-Cola rolls out energy shot in UK
7. Co-operative puts £16m ad account up for pitch
8. Premier League readies theme park world tour

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