Heinz Sets $29M for Entree Line

Brandweek, Feb 7, 2000 by Sonia Reyes

Heinz Frozen Foods will up the ante in the home meal replacement category next month with the rollout of its 16-SKU Boston Market Home Style line, backed by $29 million in marketing support.

The line deriving from a 10-year licensing deal with Boston Chicken Inc. exceeded plan during a West Coast test since September and now will get major support via TV, radio and outdoor ads, consumer promos and FSls, said vp-business development Jay Abraham.

TV ads breaking next month via DDB, S.F., will tout the taste, convenience and emotional rewards of the lineup of seven single-serve meals that requires only 40 minutes' prep time and includes the comfort food staples Oven Roasted Chicken and Mashed Potatoes, four meat/poultry items and five side dishes. Tagged "Nobody knows chicken like Boston Market," the ads will air on women-oriented daytime and primetime shows, and Discovery Channel, A&E and Lifetime.

The line anchors the premium end of a three-tiered Heinz array that includes the value Budget Gourmet and nutritionally oriented Smart Ones, in a $4.4 billion frozen food category. With those brands and Ore-Ida potatoes and Weight Watchers receiving just $7.2 million in media in the first nine months of 1999, per Competitive Media Reporting, this launch ranks as a major commitment for Heinz.

In-store support will include free-standing freezer kiosks. At 14- to 16-oz. and $3.89 to 4.29, the frozen entrees are comparable in portion size and price to those offered at Boston Market's restaurants. Side dishes of 9-oz. to 10-oz. retail for $1.69. Up next: extensions that replicate the menu of baked goods, sandwiches and entrees at the restaurants.