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Heinz sponsorship will prove a very hot potato. (Media).

Publication: Marketing Week
Publication Date: 19-JUN-03
Format: Online - approximately 914 words
Delivery: Immediate Online Access
Full Article Title: Heinz sponsorship will prove a very hot potato. (Media).(H.J. Heinz Company Ltd. deal with television series "Dinner Doctors")

Article Excerpt
Heinz' sponsorship of TV series Dinner Doctors is not unusual, but the fact it has paid for all production costs is. What will Ofcom make of it all?

Even in these days of supermarket dominance and own-label brands, for millions of people Beanz Mean Heinz. So when a cookery programme recommends meals for children using baked beans, the chances are that many viewers will think "Heinz". In case some don't (and younger mothers will have grown up in a world in which Beanz didn't necessarily Mean Heinz), the programme has been sponsored by Heinz.

Do you have any problems with that?

Probably not. The programme isn't exclusively about baked beans and you don't see any Heinz cans on the screen. Heinz is a natural sponsor for a programme about meals for children and, of course, the...

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