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There is growing enthusiasm among major brands such as Coca-Cola, Warburtons and Heinz to launch joint marketing initiatives. Why is there a sudden surge of interest in cross-brand collaboration, and what ingredients contribute towards a successful partnership? Alex Beckett reports
Heinz is encouraging consumers to use its table sauces as an ingredient in its latest marketing push. The manufacturer has launched Secret Abilities a new website that contains recipes using Heinz sauces. It is being supported by a viral...
Heinz is launching a raft of summer marketing for its sauces as part of a £2m investment on the range. A new ad for Salad Cream, which hits screens from 9 July for eight weeks, attempts to "encourage lapsed consumers back to the brand" and...
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