Heinz is scrapping its customer magazine, At Home, as it reviews
its marketing spend above and below the line.
The launch of Heinz At Home in 1994 was a central part of the food
manufacturer’s controversial decision to divert a large proportion of
its marketing spend below the line. The decision to axe the magazine
frees up an estimated pounds 6 million out of a pounds 23 million
A spokesperson for Heinz confirmed that Premier Magazines would no
longer produce At Home, despite being awarded the contract at the end of
last year to revamp the title. Premier produced a new magazine at the
beginning of the year which was sent to more than one million homes and,
although it received positive feedback, Heinz decided the four-year
project had reached a natural end.
Jane St Clair-Miller, the corporate marketing manager, Heinz European
Grocery, said: ’At Home has delivered some excellent results in terms of
building loyalty, encouraging trial and improving category share but we
have found that the quarterly magazine has run its course.’
A Heinz spokesperson confirmed that the food company’s marketing plans
would lead to ’significant investment above the line’ with the
continuation of Bates Dorland’s ’a toast to life’ TV campaign.
In addition, Heinz is working with the new-media company, Brand New
Media, to create a Website for customers with the possibility of
launching an ’ex-pat rescue service’ offering cases of Heinz products
that can be ordered over the Internet.
In Europe, Heinz is looking to build a single brand proposition across
the regions with an advertising campaign by its European agency, Euro
Heinz will continue its Infant Feeding direct marketing programme to new
mothers which is handled by WWAV Rapp Collins.