The Heinz Baby Club

Background

Heinz has a range of food brands across infant milk formula, meals, snacks and juices. Because of strict legal restrictions in the UK, talking to mums about moving from their milks to their wet foods and then on to snacks is extremely difficult.

CRM looked as if it could provide a solution and in early 2009 Heinz established the Heinz baby Club, where Mums could find useful advice and information about feeding their infants and about Heinz baby products. By asking members to opt-in to receive information about milks and feeding they could ensure that they adhered to all restrictions on marketing such products.