Heinz is to sponsor a new TV programme that offers advice on the practicalities of feeding a family, as part of a £2m integrated support package for its beans and pasta meals.
Channel 5's new morning show Dinner Doctors, on air for two weeks next month, targets the range's core audience ­ mums aged 25 to 44 ­ and features a chef and a relationship expert.
Sponsorship ads aim to position the products as quick and easy everyday family meals,and feature the tagline Say ahhhh'.
The company is also running an instant win, on-pack competition on its pasta meals, offering consumers the chance to win a £10,000 kitchen. Packs also feature quick and easy recipes. Tailored instore marketing activity is planned.