Magazine article Marketing

Heinz Picks Boss Ahead of Refocus

Magazine article Marketing

Heinz Picks Boss Ahead of Refocus

Article excerpt

Heinz has installed Stefan Bardon, the marketer behind the pounds 10m relaunch of Heinz Salad Cream three years ago, as interim managing director for the UK and Ireland. It is also considering him for the top job on a permanent basis.

The arrival of a UK chief will herald a new era for the Heinz business, as it begins to see the effects of a fresh marketing focus from its US headquarters and embarks on a wholesale review to pinpoint its priority brands.

Last month, newly appointed chief growth officer Casey Keller announced he would allocate up to dollars 200m (pounds 128m) more to marketing globally, and focus on 15 power brands to replicate the global success of Heinz' ketchup.

In the UK, canned soups and beans will be given added impetus, along with ketchup. Heinz is to redesign its ketchup bottle formats, aimed at adults, and bring out more kids' products this year.

The extra spend has not yet been allocated to individual markets, but as the UK and Ireland delivers about 20% of global sales, the region can expect to receive a similar proportion of the additional funding. …

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