Heinz Launches Major New Digital Campaign to Promote Baby Range

The FMCG giant Heinz is launching a major digital campaign for its baby range of products by forming relationships with the woman's portal websites BabyCentre and Made For Mums. Together they have developed co-branded editorial, competitions, forums and polls to provide mothers with advice on the weaning process.

The campaign, created by agency AMV BBDO, will use interactive banner and video ads displayed across the two portals. Banner ads have the strapline 'Won't eat baby' and ask users to feed the virtual infant with their mouse. They link to a fussy eating page where people can learn more about the subject. Video ads will feature testimonials from mums who are part of the Heinz Baby Club.

Heinz also worked with media agency Vizeum, production agency Skive and post-production company The Lab to create their baby campaign.

This latest online marketing push follows the unveiling last month of a seven-figure digital campaign called Secret Ingredient, the biggest investment yet for their ketchup brand. It saw Heinz take its first social media step in the UK.

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