Heinz: Keeping Heinz top of mind, come rail, hail or shine.

Heinz, a food processing company, grew mental availability around mealtimes in the UK by sponsoring ITV Weather.

Executive Summary

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.