Burnetts lands global Heinz Ketchup

Leo Burnett has beaten TBWA Worldwide to win the pounds 60 million task of turning Heinz Tomato Ketchup into a global advertising icon.

Leo Burnett has beaten TBWA Worldwide to win the pounds 60 million

task of turning Heinz Tomato Ketchup into a global advertising icon.



The win includes all the media buying for Heinz retail in the US and it

is expected that media buying in some other territories will follow -

putting CIA Medianetwork, which handles media in the UK, on the

alert.



Nick Brien, the chief executive of Burnetts in London, said: ’Heinz is

an audacious company with audacious goals. We have produced strong

creative and strategic thinking and we offer a sound management

infrastructure.’



The Heinz account will be run by the same global team who pitched for

the business and Brien will be involved with the account. Creative work

for the pitch was led by Gerard Stamp, executive creative director in

London, and Lisa Bennett, managing creative director in Chicago.



Heinz called the pitch six weeks ago as part of a global review of eight

core categories, which the company wants to build into a single global

brand. Euro RSCG, DDB Needham and Bates Dorland, which handles Heinz in

the UK, were included in the initial round of talks.



Eric Salamon, the general manager of corporate marketing for Heinz’s

European grocery division, said: ’There is a clear rationale for

consolidating our advertising for ketchup into one agency. It is one of

the key levers to creating a unified global brand, leveraging our

strengths in regional markets and increasing our growth in new and

existing markets.’



He added: ’In Burnetts I believe we have found a partner that can

clearly demonstrate an ability to create outstanding global

campaigns.’



Burnetts’ win comes the week after it pulled in Procter & Gamble’s

pounds 165 million UK media buying account.



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