The move will mark the first time the company has undertaken tailored radio advertising around a World Cup.
Giles Jepson, sauces and soup marketing director at Heinz, told Marketing there was likely to be a number of radio executions during the football competition and the run-up to it.
The radio spots are likely to centre on the benefits of eating barbecued food during football's flagship event. Heinz's retained advertising agency is AMV BBDO.
The move from Heinz comes as it prepares the second phase of its ‘It has to be Heinz' campaign, which aims to build an emotional connection between the Heinz brand and consumers.
The campaign, which launched last year, will hit TV, radio and digital channels later this year, and is likely to showcase a clutch of new product development across five core brands: Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Cream of Tomato Soup and Heinz Spaghetti Hoops.
Earlier this month, . The post had last been held by Suzanne Douglas, who became managing director of Heinz Australia in February last year.
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