It had all started so well. . . The announcement in May 1994 that Heinz was switching emphasis to an extensive direct marketing programme and dropping all product advertising in favour of ‘umbrella’...

It had all started so well. . . The announcement in May 1994 that Heinz was switching emphasis to an extensive direct marketing programme and dropping all product advertising in favour of ‘umbrella’ TV branding was much hyped at the time.