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Article: Heinz signs Gary Rhodes for Amoy.(product news)(H.J. Heinz Company Ltd.)(Brief article)
- Article from:
- Grocer
- Article date:
- May 17, 2008
CopyrightCOPYRIGHT 2008 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Heinz has signed celebrity chef Gary Rhodes as brand ambassador as it ploughs 2m [pounds sterling] into its Amoy brand in a strategy to educate consumers in Oriental cooking and revive faltering sales.
The initiative kicks off next month with Rhodes fronting its sponsorship of the Taste of China exhibition at the annual Taste of London food festival.
He Hill host Oriental cooking classes to take away the "perceived complexities involved with cooking oriental food", said marketing controller Rachael Munby. At the event it Hill also give away ...