HEINZ TO POUR MORE INTO ADVERTISING
By Adnews Staff
As part of a major restructuring plan announced last week, U.S.-based H.J. Heinz Co. said it will refocus its efforts on its major brands and increase its media spending by 30% over the next two years. Under the plan, called Project Millenia, Heinz will concentrate on six major brands: Heinz Ketchup and infant foods, Weight Watchers, StarKist, Farley's and 9-Lives. Anna Relyea, Heinz Canada Co.'s communications manager, told Adnews Heinz's advertising activity in Canada should increase beginning in May. Heinz's increased presence in Canada may include Heinz Ketchup TV ads. The company will be introducing new TV spots for its flagship product in the U.S. later this year. Heinz's Canadian advertising is handled by DDB Canada of Toronto. Also included in Project Millenia are approximately 2,500 layoffs, several plant closings and the sale of Heinz's U.S. Ore-Ida appetizer, pasta and potato foodservice business to McCain Foods Ltd. of Florenceville, New Brunswick. The $500-million Ore-Ida sale does not include Ore-Ida's retail frozen food business, which handles Ore-Ida and Tater Tot brand potatoes, Rosetta frozen stuffed pasta and Bagel Bites frozen bagel topped snacks, among others.