Bates Dorland’s long association with Heinz tomato ketchup in the
UK is set to end in the wake of a pounds 90 million global review of
advertising for the brand.
Leo Burnett and TBWA Worldwide will vie for the task of developing a
global brand position for ketchup, one of eight core categories which
Heinz wants to build into a unified global brand.
Dorlands, whose relationship with Heinz stretches back more than two
decades, has in the past produced award-winning print advertising for
In recent years, however, ketchup has been integrated into an ’umbrella’
television campaign under the theme of a ’toast to life’.
Eric Salamon, the general manager for corporate advertising at Heinz’s
European grocery division, insisted the pitch would not impact on the
’We have a long relationship with Dorlands and we’re very committed to
the ’toast to life’ campaign in which we’ll be investing a further
pounds 10 million.’
Nevertheless, the review will provoke a major shake-up in Heinz’s agency
arrangements. Euro RSCG, which recently produced a pan-European TV
campaign for ketchup, has been knocked out along with Bates and DDB
Burnetts will be looking to build on the Heinz European seafood business
it already has, while TBWA, whose London agency is leading its pitch,
hopes to extend a relationship currently restricted to the Heinz-owned
Farley’s babyfood brand.