Heinz takes ads home

Food manufacturer Heinz is to offer third-party advertising in its

customer magazine, Heinz at Home, following the decision to hand its

pounds 6m contract publishing account to Redwood Publishing.

Six pages of advertising will be available in the October issue and will

be sold to non-competing FMCG companies.

It will be the first time the title has carried advertising since its

launch in 1994. The company plans to increase pagination from 24 to 36

pages.

Heinz at Home has a circulation of 4.5 million and is distributed

quarterly to raise brand awareness and launch cross-sell promotions to

customers.

The magazine originally appeared in several different editions, tailored

to appeal to specific groups and was sent to respondents to previous

promotions.

Sources say that the title will now have fewer formats, which will be

dropped into target areas chosen from Heinz’s huge database. The company

hopes to attract a new audience while also cutting production and

distribution costs.

Heinz declined to comment on the shake-up and denied it was essentially

a cost-cutting exercise.

This article was first published on Marketing