Heinz doubles frozen food budget to £11m

Heinz is almost doubling its marketing spend to £11m on its frozen food brands, following the acquisition of United Biscuits’ (UB) Frozen and Chilled division.

Heinz is almost doubling its marketing spend to &£11m on its frozen food brands, following the acquisition of United Biscuits’ (UB) Frozen and Chilled division.

The budget represents almost a 50 per cent increase on marketing spend by Heinz in the sector.

A spokesman for the Heinz press office says the combined spend on frozen and chilled foods at Heinz and UB last year was &£6m.

The grocery giant, which already had Weight Watchers and Ready Meals brands in its portfolio, added McVitie’s American Dream and Go Ahead!, Jane Asher, San Marco, Linda McCartney, Ross, Hula Hoops and Harry Ramsden’s in October.

The spokesman adds that many of the brands will be backed by TV advertising this autumn. Marketing will also include in-store activity and below-the-line work.

He says: “The portfolio of frozen food is quite amazing and we are investing behind the breadth of brands following the acquisition.”

Heinz is also focusing on product development and has launched a new range of Frozen Sponge Puddings, in chocolate, syrup and strawberry flavours, which will be backed with a &£500,000 outdoor campaign.

Heinz’s frozen food advertising is created by Bates.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here