[Guangzhou, China] Heinz is expanding its portfolio in mainland China beyond infant cereal with the launch of the country's first oat-based cereal for babies and toddlers, called Growing-up Oats. The difference in Asian diets can be a challenge for Western marketers. In China, kids are fed wheat-based cereal. Heinz' campaign will stress that oats are more easily digested by toddlers than wheat with a 30-second clay-animation spot featuring the main character Oats, and his nutritional friends, Strawberry, Raisin, Apple, Carrot and Pea. Ads by Publicis Groupe's Leo Burnett
Worldwide break later this month. After China, Heinz plans to roll out Growing-up Oats to other countries in Asia.