Dorlands loses ketchup in Heinz global review

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.

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

the brand.



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

agency.



’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

Needham.



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.



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