By sponsoring the programme Home & Away, the brand will reach up to 22 million viewers a year.
Running from January 16 until August 5, the company aims to promote a ‘feel good’ factor around the Weight Watchers from Heinz range and the support it provides consumers in managing their weight.
Predominately targeting women, the brand focuses on the options that are available for consumers throughout the week, with a different meal featured each day in the sponsorship to demonstrate the variety in the Weight Watchers from Heinz range.
Weight Watchers from Heinz is working with media partner Northern & Shell, as part of an integrated campaign, to reinforce its sponsorship of Home & Away, as well as create further awareness of its brand by reaching a slightly younger audience. The media package includes advertising in three print titles, including *OK* magazine and The Express.
Sally Marshall, Weight Watchers from Heinz marketing manager, said: “Although January is the most popular time of year for consumers to start thinking about managing their weight, they can enjoy our delicious, health conscious meals throughout the whole year. We believe that our exciting range contains such a variety that it caters to everyone’s taste and that our sponsorship of Home & Away will strike a chord with consumers looking to effectively manage their weight throughout the week.
“With a selection of modern recipes, of which some are ‘one of your five a day’, we are confident that they will appeal to all types of people, which will help boost sales of the range and the overall frozen ready meal category whilst support our consumers food objectives.”
Source: Heinz
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