WCRS muscles in on Heinz roster as agency relaunching babyfood lines
Heinz has appointed WCRS to handle the advertising for its babyfood business, fuelling rumours that the company is planning a revamp of the products.
Heinz general manager of baby feeding Clodagh Ward, who is credited with revamping Heinz salad cream last year, oversaw the pitch.
WCRS pitched against Saatchi & Saatchi and Leith London, and the review was overseen by the Incorporated Society of British Advertisers (ISBA). A spokeswoman for Heinz refused to comment on how much the account is worth.
Heinz incumbent agency, Leo Burnett, still handles a number of Heinz lines, including canned food, condiments, soup and sauces, as well as Heinz-owned John West Foods.
Commenting on the appointment, Ward says: “Heinz chose WCRS because it felt they not only demonstrated understanding of Heinz’s strategic vision for the babyfood brand, but because it was impressed by their creative thinking.”
Warn has been working on the babyfood business since February. Since then Heinz has expanded its organic range of babyfood. It has introduced a range called Simply, which targets parents who prefer to give their babies home-cooked food, and has added lines to its existing organic range.
At the same time Rank Gaming group has reappointed WCRS to its &£1m Mecca Bingo business. Rank called a review after a restructure of its commercial and marketing operations (MW November 15).
