Heinz embarked on one of its most bizarre marketing promotions this week offering consumers the opportunity to win £2,000 on special cans they may have already thrown away. The promotion is based on Heinz symbols hidden in 100 special cans. However, the cans were released to the trade in November. The first consumers could have known of the promotion was this week when Heinz began advertising in national newspapers. The advertisements tell consumers to check in their cupboards. A Heinz spokesman admitted it had no way of knowing when the cans hit the shelves and some people may have already chucked out winning cans without realising. Direct Marketing Association chief executive Colin Lloyd called it "very, very odd" and "somewhat naïve". "It doesn't make sense. If you have a promotion, you want people to know about it," he said. The Heinz spokesman said the company hadn't advertised before the millennium because it did not want to be seen to be encouraging "irresponsible" hoarding by consumers. {{P&P }}