Heinz is launching its biggest-ever promotional marketing campaign to support its “Dreamz Meanz Heinz” instant-win competition. The autumn campaign, created by Billington Cartmell, will run across 168 million packs and tins of Heinz beans, soups, pasta and sauces.
It has linked with companies including car marque Mazda and travel company Thomas Cook, who will provide prizes including MX5 and M2 cars and family holidays.
The promotion will be supported with in-store tailor-made campaigns in the major supermarkets. It follows a similar campaign last year, also created by Billington Cartmell.
Last year the promotion generated more than 340,000 competition entries. Billington Cartmell account manager Tom Lamb says the promotion is expected to exceed the 2007 results.
He says: “As the drive is even bigger this year and with more pressure on families’ pockets, we are aiming for an even bigger response – and we are sure we will achieve it.”