Heinz puts internet at heart of marketing strategy

LONDON - Heinz has created a consumer website for all its brands for the first time, making the internet central to its marketing strategy. The move comes as the firm consolidates its digital marketing account into a single agency, Swamp.

Swamp has developed HeinzOffers.co.uk, a site that will be promoted on-pack and contains e-coupons that can be redeemed in-store, as well as promotions and competitions. It invites consumers to register their details before opting in to a range of targeted offers. Heinz also plans to use the site to test the water for products and variants.

Heinz has, until now, used a number of digital suppliers, and previously worked with the founders of Swamp when they were at the now-defunct Brand New Media, which created Heinz.co.uk, aimed at young mothers. Swamp was set up last year.

Swamp's managing director, Paul Mallett, said: "HeinzOffers allows the company to get to younger people and audiences that aren't watching mainstream TV. A lot of big FMCG brands find younger customers difficult to get to on ITV."

He added that although the technology to enable group-wide data capture and customer retention has been available for several years, web penetration was now at critical mass, making it a more viable exercise for companies.

The site is part of an initiative that aims to encourage loyal consumers of one brand to try other Heinz products.

As well as HeinzOffers, Swamp is working on revamping the sites for brands such as Tomato Ketchup, Baked Beans and Salad Cream.

Ravi Chandiramani, recommends

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).