The FMCG manufacturer has given below-the-line shop Liquid Communications a big budget to explore one-to-one customer communications for its babyfood brands.
While Heinz has attempted similar projects before through agencies such as Proximity and Brann, the latest effort will be its most significant as it strives to build its share of the £268m market.
Victoria Maxwell, brand brand development manager at Heinz Babyfood, who oversaw Liquid's appointment, would not disclose any project details.
However, sources say it is likely that Liquid's task will be to identify key customer segments within the different sub-sectors of the babyfood market. According to Heinz's breakdown, these are wet, dry, milks, drinks and fingerfoods.
One of Heinz's recent innovations was the launch last September of Heinz Homemade, which was inspired by mothers' favourite recipes. This followed the unveiling of Simply, an organic sub-brand aimed at mothers who buy prepared babyfoods only occasionally.
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