Heinz Baby Club direct mail case study

Heinz is well-known for its range of infant food brands. However, strict legal restrictions in the UK make it difficult to talk to mothers about moving from milks to wet foods and on to solids. An online baby club, where users could opt in to receiving product information, allowed Heinz to communicate with its target audience of new mums while adhering to the restrictions.  

Agency, Haygarth, came up with the notion of motherhood as a journey of discovery, mailing ‘explorers’ rucksacks’ containing goodies such as money-off vouchers and feeding guides. The aim was to drive new mums online where they could sign up to the Baby Club. Heinz also sent out 23 emails over a period of 21 months, as part of the customer retention programme.

After six months, approximately 24,000 mums have registered with the Heinz Baby Club in the UK, and customer emails are being opened at an impressive rate of 39%.