Heinz appoints Haygarth on baby food brief

LONDON - Haygarth has won a four-way pitch to develop a customer relationship management programme for Heinz's baby range, including follow-on milk and baby food.

The campaign will particularly target first-time mothers, and is the first time Heinz has used an overarching CRM programme for its baby products, which include cereals, juices and jars of baby food.

Helen Tarragano, marketing manager of infant milks at Heinz, said: "CRM is going to be fundamental for our future brand growth so this is a key appointment for us.

"The Haygarth team will be working alongside AMV BBDO, who oversees our advertising, to ensure we create a seamless CRM programme which integrates with other communications activity."

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