Heinz to pool advertising for baby food

Heinz is centralising the advertising for its Farley’s and Heinz Baby Foods brands and has asked its two incumbents, Bates Dorland and GGT, to pitch for the business.

GGT holds the Farley’s account and Bates handles Heinz Baby Foods, as well as the advertising for HJ Heinz in the UK.

A statement from Heinz says: “Heinz’s infant feeding division has invited its two existing advertising agencies…to pitch for the combined Farley’s and Heinz Baby Foods business. The intention is to consolidate the advertising account with one agency. No new agencies have been briefed.”

GGT has held the Farley’s business since it was owned by Glaxo. Farley’s was subsequently sold to Boots’ Crookes Healthcare division, and two years ago it was bought by Heinz for 98m. Since then, Heinz has relaunched Farley’s Rusks and the brand has been extended.

The review is not expected to affect Heinz’s other advertising business in the UK.

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