Heinz has appointed EHS Brann to handle the direct marketing for its baby food range and the Linda McCartney meat-free range. It follows a four-way pitch against three undisclosed agencies. It is not known if baby food incumbent Proximity was invited to repitch.
The appointment is understood to be part of the company’s continued push behind its baby food brands, which includes Farley’s Rusks. Proximity was appointed to the business in 2002 but Heinz has also used Liquid Communications to work on a relationship marketing programme. The above-the-line work is handled by WCRS.
Heinz is known to be keen to build its share of the baby food market and has been focusing on branding. Last year, it brought the Farley’s range under the Heinz umbrella with a view to phasing it in over time (MW May 8, 2003).
It has also been developing products for the market, such as Mini Farley’s Rusks – which it hopes will create a demand for impulse baby food snacks – and a range developed by mothers called Mum’s Own (MW November 6, 2003). It has also increased its range of organic products with meals such as butternut squash risotto and snacks.
Heinz is also keen to develop the Linda McCartney range. The company is understood to believe that the brand has not been developed to its full potential.