Boston Market Line Gets a $29 Mil. Push
NEW YORK–DDB is supporting Heinz Frozen Foods’ rollout of its new Boston Market Home Style line with $29 million in marketing support.
The line has been testing on the West Coast test since September, and now will get major support via TV, radio and outdoor ads, consumer promos and FSIs from the San Francisco agency, said Jay Abraham, client vice president of business development.
The TV ads, breaking next month, will tout the taste, convenience and emotional rewards of the lineup of seven single-serve meals. Tagged “Nobody knows chicken like Boston Market,” the ads will air around women-oriented daytime and prime-time shows, and on cable outlets the Discovery Channel, A&E and Lifetime.
The line anchors the premium tier of a Heinz stable that includes Budget Gourmet at the value end and nutritionally oriented Smart Ones in the middle, in a $4.4 billion frozen-food category.
With those brands plus Ore-Ida potatoes and Weight Watchers receiving just over $7 million in media support in the first nine months of 1999, per Competitive Media Reporting, this launch ranks as a major commitment for Heinz.
In-store support for the line will include free-standing freezer kiosks with Boston Market graphics.
The line derives from Heinz’s 10-year licensing deal with Boston Chicken Inc.
Up next are extensions that replicate the menu of baked goods, sandwiches and entrees at Boston Market restaurants.
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