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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