Contrary to the claim made in “TV washout” (MW December 2), Heinz has not pulled out of TV and put most of its ad spend below the line. In Heinz terms, marketing strategy is not simply executed either above or below the line.
Heinz’s highly successful two-pronged strategy combining award-winning, over-arching advertising campaigns – “United nation” and “Toast to life” – with a highly targeted direct marketing programme is well documented.
Our flagship direct marketing vehicle, “At home”, delivered some excellent results in terms of building loyalty, encouraging trials and improving category shares. In a trading environment that saw baked beans selling for as little as 3p, our marketing strategy maintained and increased our brand shares.
We continue to deploy direct marketing as part of individual category marketing programmes.
There has been no U-turn. Our much-admired strategy did the job it set out to.
General manager, corporate marketing and communications
Heinz European Grocery
The article made it quite clear that this was a historical experiment, six years ago. It should, however, have clarified that it was product advertising – not corporate – that was commuted into below-the-line spend – Ed