[London] Heinz is underwriting a 10-part TV series called "Dinner Doctors" on the U.K.'s Channel 5. Content marketing agency Spring London, part of Publicis Groupe's Leo Burnett
, developed the series using well-known hosts to look at the everyday practicalities of feeding a family. Problems covered include fussy eaters, how to drag the kids away from the TV, and how to get them to eat vegetables and stop messing around at the table. "Dinner Doctors" was developed in response to consumer research showing that mothers felt they were always compromising at family mealtimes. The show, aimed at low-income mothers with young families, incorporates break bumpers from Heinz featuring recipe suggestions, and it is supported by promotions on 25 million Heinz cans.