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
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
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.