Quick-serve meals boss to steer Heinz marketing

HJ Heinz has appointed Paul Kaye as its top marketer in the wake of the advertising budget freeze (MW July 21) and the departure of brand vice-president Scott Garrett.

Kaye, vice-president of quick-serve meals at Heinz, has been handed responsibility for overseeing all marketing and the sales services team at HJ Heinz as the company restructures its marketing department and conducts a review of its brand portfolio.

Heinz’s decision to put a hold on advertising came after its &£470m acquisition of HP Foods in June. The food giant decided to undertake a strategic review of its brand portfolio and the company announced that it is considering axing non-core brands, including Linda McCartney and John West.

Heinz has said that it intends to continue its trade marketing initiatives. Insiders say there are concerns among staff that the freeze on advertising will halt brand-building and have a negative effect on brand awareness, as trade marketing spend does not have the same impact on consumers as above-the-line campaigns.

Heinz has diverted its marketing spend away from mainstream advertising before. In 1994, the company reversed its advertising strategy and, following a major agency review, moved the bulk of its spend to below-the-line. But after four years, Heinz made a return to above-the-line advertising, after concerns that brand awareness had been eroded.

Latest from Marketing Week


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


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.


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.


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 3711 or email subscriptions@marketingweek.com

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