    2001 Second Quarter |
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Magnificent Marketers Recognized by Industry Leaders
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 Two Heinz Managers Were Spotlighted For Their Outstanding Marketing Efforts
Clodagh Ward, general manager of European condiments at Heinz Europe, was presented with the Marketing Society New Marketer of the Year award in November. Richard Yoder, senior product brand manager at Heinz Frozen Food, was recognized as "Marketer of the Next Generation" by Brandweek magazine. Ward was recognized for reinvigorating the Heinz Salad Cream brand. She started her position with the condiments division in September 1998, when the Salad Cream brand experienced a decline in sales and faced extinction. Ward decided to exploit the brand's versatility and target younger consumers, particularly those in their 20s who are adopting brands for life. After evaluating price dynamics, Ward took a bold step and encouraged senior management to increase the sales price of Salad Cream. She also secured funding for a TV, radio and print advertising campaign featuring the "Any Food Tastes Supreme with Heinz Salad Cream" slogan. Thanks to the efforts of Ward and her team members, the decline of the brand has been arrested and the number of younger purchasers has grown. The award is sponsored by the Marketing Society and celebrates young talent and fresh ideas. Ward received a three-week executive training course and a weekend trip for two to Paris. Yoder was recognized by Brandweek for leading an innovative marketing campaign to reposition Bagel Bites to moms and tweens (children ages 11-14). With Yoder leading the way, Heinz introduced "Bite Into Xcitement!," a series of promotions built around sponsorship of ESPN's X Games. The program included a sweepstakes, product sampling, product giveaways and the endorsement of skateboarder extraordinaire Tony Hawk. Yoder used TV, radio, print and Internet advertising to promote the message that Bagel Bites is a hip alternative to traditional snacks like pizza and potato chips. The campaign took off faster than a runaway skateboard. The sweeps drew 50,000 entries; 60,000 samples were given away; and a Tony Hawk radio tour reached 7 million tweens. The Bagel Bites team has witnessed a double-digit sales growth in the brand in the months after this exciting campaign. |
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