Heinz has consolidated all its frozen and chilled food brands into
Bates UK, giving the agency an extra pounds 4 million in billings.
The brands, which include Linda McCartney’s range of vegetarian meals,
San Marco Pizzas, Go Ahead! frozen desserts and Harry Ramsden, became
part of the Heinz portfolio after Heinz acquired United Biscuits last
December. The agency’s existing Heinz accounts include Weight Watchers,
pizzas and frozen ready meals.
The Go Ahead! and San Marco accounts were previously at Leo Burnett
while the Linda McCartney account was handled by RPM3.
Bates UK’s appointment follows a strategic review by Lawrence Balfe, the
managing director of Heinz’s European frozen and chilled foods. He
called the review after the acquisition of United Biscuits.
The move represents a vote of confidence in Bates, which lost a
substantial part of its Heinz business to Burnetts last year.
Balfe said: ’Heinz has enjoyed a long and productive relationship with
Bates. We are certain that they will continue to deliver excellent
quality work for us, helping us to take the expanded frozen and chilled
Toby Hoare, the chief executive of Bates UK, added: ’This is a
particularly gratifying win. We are delighted to once again be growing
our relationship with Heinz.’