Heinz hands Bates pounds 4m of extra work

Heinz has boosted its relationship with Bates Dorland by assigning the agency pounds 4 million of extra business, including the TV launch of a range of ready meals.

Heinz has boosted its relationship with Bates Dorland by assigning

the agency pounds 4 million of extra business, including the TV launch

of a range of ready meals.



The agency is shooting ads for Bean Cuisine, a range of baked bean-based

meals, for a TV campaign scheduled to break early next year.



The extra business complements the pounds 17 million Heinz grocery

division business already at the agency.



Dorlands was given the launch task along with a number of other Heinz

frozen and chilled products that were resigned by Euro RSCG Wnek Gosper

earlier this year (Campaign, 23 May).



They include Weight Watchers from Heinz, ready meals and pizzas and

Heinz Bagel Bites. Media buying will be handled by Zenith.



Dorlands’ appointment was confirmed after Heinz researched its proposals

along with those of another undisclosed shop.



The brands had been cut loose by Euro RSCG because of a possible

conflict with Haagen-Dazs, thought to be planning to advertise its own

low-fat range.



Alastair Duff, the Heinz marketing manager, said: ’In Heinz and Weight

Watchers from Heinz, we have two of the most powerful and portable names

in retail. The challenge to Dorlands is to help us make both brands

stand for excellence and excitement in frozen foods.’



Graham Hinton, the Dorlands chairman, described the appointment as ’like

winning a holiday in the Bahamas and then being told you’re going with

Sharon Stone’.



Last month Dorlands hired the Lowe Howard-Spink board account director,

Adam Kirby, to take charge of its Heinz business.



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