Heinz is understood to be close to appointing Vallance Carruthers Coleman Priest to handle the &£1.5m Weight-Watchers brand portfolio. It follows a competitive pitch against a number of undisclosed agencies.
The incumbent agency Leo Burnett declined to repitch for the business. The pitch, which was called in April, includes the diet brand’s range of frozen foods, such as ready meals, pizzas and desserts.
It is understood that the pitch was triggered by the disappointing sales of the range due to the shifting trend in food towards fresh and chilled products. The brand has an uncertain future, as Heinz has earmarked a number of non-core products for sale.
The appointment comes amid a number of changes across the Heinz senior management.
In May, it appointed former Procter & Gamble sales director David Woodward as president for the UK and Ireland, after Jane Miller announced she was leaving the food company after just a year. The company has also appointed Suzanne Douglas as chief marketing officer.
It is understood that the company is planning to carry out a review of its roster, which includes Leo Burnett, WCRS and Beattie McGuinness Bungay, after Douglas arrives in August, although it is believed plans have been in place to carry out a review since the start of the year.