Heinz is giving consumers the chance to win a new home in a £3.5m promotion running across its core canned range.
Four new houses are up for grabs in the offer, which kicks off next month and runs until April 2004. Support will come in the form of national TV advertising scheduled for the middle of next month, backed by press ads in women’s titles, while internet activity is set to run until February.
The TV commercials show a removal van being packed while an excited family watches. As the men load up the box, mum rushes forward with a can of Heinz Beans and it becomes apparent that every box is full of the cans. The ‘Win a home with Heinz’ tagline appears as the lorry drives past a new house.
Promotions manager Angus Peterson predicted that the offer would increase the average weight of purchase by tapping into aspirations relating to homes and standard of living.
“The promotion focuses around a life-changing prize that will create a buzz in the category,” he said. A ‘cradle’ device inside 415g cans of beans, 400g spaghetti and hoops, 400g soup and four-pack baked beans and spaghetti will show participants if they have a winning can.
Consumers can also claim a branded bean plate or soup bowl for six promotional labels and £3.49, or three labels and £4.99.
Jo de Mille
Four new houses are up for grabs in the offer, which kicks off next month and runs until April 2004. Support will come in the form of national TV advertising scheduled for the middle of next month, backed by press ads in women’s titles, while internet activity is set to run until February.
The TV commercials show a removal van being packed while an excited family watches. As the men load up the box, mum rushes forward with a can of Heinz Beans and it becomes apparent that every box is full of the cans. The ‘Win a home with Heinz’ tagline appears as the lorry drives past a new house.
Promotions manager Angus Peterson predicted that the offer would increase the average weight of purchase by tapping into aspirations relating to homes and standard of living.
“The promotion focuses around a life-changing prize that will create a buzz in the category,” he said. A ‘cradle’ device inside 415g cans of beans, 400g spaghetti and hoops, 400g soup and four-pack baked beans and spaghetti will show participants if they have a winning can.
Consumers can also claim a branded bean plate or soup bowl for six promotional labels and £3.49, or three labels and £4.99.
Jo de Mille
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