Heinz Sponsorship of ITV Weather is a creative use of media that probably seems incredibly obvious in hindsight - especially given the results.

But it is only because Heinz was able to remain focused and make difficult strategic choices that makes it seem so obvious.

At the start of 2020 Heinz Meals (beanz, soups and pasta) and Sauces appeared to be in a strong position. Annual sales were over £670M; the combined penetration across Meals and Sauces was over 90% of UK households; and brand affinity was very high.

But there was a problem.

Sales and penetration were leaking away because it was taking people longer to use the Heinz products they had in their cupboards.

Given that physical availability was a strength - Heinz products were literally physically available in people’s cupboards - Heinz focused on the one thing that would make the most difference. Growing mental availability around meal-times.

Whilst TV was proven to be the most effective media for driving FMCG profit ROI, trying to use TV in a conventional way across...