Heinz: Keeping Heinz top of mind, come rail, hail or shine.

Heinz, a food processing company, grew mental availability around mealtimes in the UK by sponsoring ITV Weather.

Executive Summary

Heinz Sponsorship of ITV Weather is a creative use of media that probably seems incredibly obvious in hindsight - especially given the results.

But it is only because Heinz was able to remain focused and make difficult strategic choices that makes it seem so obvious.

At the start of 2020 Heinz Meals (beans, soups and pasta) and Sauces appeared to be in a strong position. Annual sales were over £670M; the combined penetration across Meals and Sauces was over 90% of UK households; and brand affinity was very high.

But there was a problem.

Sales and penetration were...

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