Heinz has devised a marketing strategy and appointed agencies for its new Nurture range of formula and follow-on milk for infants.
TBWAPaling Walters, the new specialist healthcare division of TBWA, has been appointed to handle a variety of communications while Haygarth is to develop a new online and offline CRM programme.
Heinz Nurture is a new product category for Heinz, and it faces competition from established formula brands such as Aptimil, Hipp Organic and SMA. Heinz Nurture will supersede long-established brand Farley’s Milk, which Heinz acquired in 1994.
TBWAPaling Waters will be targeting the launch at healthcare professionals. Heinz Nurture has the strapline “nourish, protect, develop”.
The company says Nurture’s formulation includes new ingredients, all clinically proven to offer advanced nutritional and health benefits to babies.
As well as Nurture, Haygarth will be working on the full Heinz baby range, which includes baby cereals, wet foods and finger foods.
The agency will target mums, with the aim of providing more information and support, particularly to first-time mothers.
Heinz has not had an over-arching baby CRM programme until now. The marketing programme is being led by Heinz marketing manager of infant milks Helen Tarragano.
Heinz’s lead advertising agency for food brands is Abbott Mead Vickers.BBDO.