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
Heinz at Home has a circulation of 4.5 million and is distributed
quarterly to raise brand awareness and launch cross-sell promotions to
The magazine originally appeared in several different editions, tailored
to appeal to specific groups and was sent to respondents to previous
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
Heinz declined to comment on the shake-up and denied it was essentially
a cost-cutting exercise.
This article was first published on Marketing