Heinz in hunt for direct agency to handle baby foods products

Heinz is searching for a direct marketing agency to work on its baby foods products.

The agency search comes as Heinz looks to reposition its baby food range and build closer relationships with parents. A pitch will take place for the business and is expected to involve four agencies including Perspectives Red Cell and Craik Jones Watson Mitchell Voelkel.

Last December, Heinz appointed WCRS to the £5 million integrated baby food account but it is said to need a specialist direct marketing agency for the relationship marketing activity.

WCRS, which won the business from Leo Burnett after a pitch against Saatchi & Saatchi and Leith London, is working with Heinz to find a direct marketing agency partner.

Last year Heinz revamped its baby food range and introduced an organic option called Simply. Brann Ellert created a £1 million campaign to back this launch.

Heinz's direct marketing for its baby food currently includes a website called tinytums.co.uk that offers parent guides on child nutrition and menu planners in exchange for personal information. Heinz also markets its baby products through the Bounty range.

The search for an agency marks a return to direct marketing after it scrapped its Heinz At Home customer magazine in 1998. The magazine, produced by Premier Magazines with direct marketing creative through WWAV Rapp Collins, was launched in 1994.

Clodagh Ward, Heinz's baby food general manager, refused to comment.