Redwood in line for Heinz at Home title as WWAV loses out

Heinz is believed to have moved its pounds 6 million contract publishing account from the direct marketing agency, WWAV Rapp Collins, to Redwood Publishing.

Heinz is believed to have moved its pounds 6 million contract

publishing account from the direct marketing agency, WWAV Rapp Collins,

to Redwood Publishing.



Sources say Heinz was keen to appoint a magazine specialist to produce

its Heinz at Home title, which is central to the company’s

below-the-line strategy. No-one at Heinz or Redwood was available for

comment.



Heinz at Home has a circulation of 4.5 million copies, sent out on a

quarterly basis to customers responding to promotions. Heinz has a

customer database to personalise the magazine for target groups, and

uses the title to raise brand awareness and cross-sell its product

range.



Heinz at Home launched in 1994 when Heinz announced a strategy shift,

which ditched individual product advertising on TV and put pounds 15

million into direct marketing.



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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).