01 May 1998

THE CANNED FOOD GIANT is to reverse its £10 million shift four years ago out of TV and into direct marketing. The Beanz Baron plans to axe the targeted Heinz at Home promotional magazine, releasing around £6m of its £23m annual marketing spend. Denying that the project, mailed quarterly to 4.6m households, had been a failure, a Heinz spokesman said: 'It was an idea that had run its course.' Heinz migrated to direct marketing in 1994, partly in reaction to the rising cost of TV advertising - but equally as a leap onto the [then] modish bandwagon of dm.