Heinz appoints Leo Burnett to $81m global convenience food account

- Leo Burnett has regained its long standing position as HJ Heinz's lead agency with its appointment to the company's $81 million (£50 million) global convenience food account.

- Leo Burnett has regained its long standing position as HJ Heinz's lead agency with its appointment to the company's $81 million (£50 million) global convenience food account.

The win follows that of Leo Burnett's appointment in September to the $150 million (£90 million) global ketchup business. The agency won the convenience food business following a competitive pitch against roster agencies Bates Worldwide, FCB and J. Walter Thompson, all out of New York.

It is estimated that Burnetts now holds around 80 per cent of the company's branded products. The convenience food account includes Heinz soups, canned pasta and beans.

Heinz president and chief executive officer, William Johnson, said the decision to appoint a single agency to the convenience food account globally was "a challenging but rewarding effort". He applauded the work of current local agencies, but stressed the need for a broader advertising approach to complement Heinz's global category management strategy.

"We selected Leo Burnett because of the agency's proven ability to strategically identify and drive the category's communications needs worldwide. We will be working closely with the agency over the coming months to develop a world-class positioning strategy for this important category. A single-agency approach will enable us to communicate global brand messaging and to maximise the leverage of the Heinz brand worldwide in soups, beans and pasta meals, as well as ketchup," said Johnson.





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