Heinz hunts agency for brand campaign

Food giant plots overarching campaign to support the Heinz brand and considers further rationalisation of creative roster.

Heinz is preparing to launch a master brand campaign and is approaching its UK roster shops with a brief that will initially run on a project basis.

Heinz's roster includes Leo Burnett, WCRS and Beattie McGuinness Bungay.

It is not clear whether all three have been approached to work on the campaign, which is due to air later in the year.

The news comes as Burnett braces itself for a review of the remainder of its Heinz account, which includes the Baked Beanz, tinned foods and pasta lines.

Sources close to the business believe Heinz is looking to consolidate its account into two agencies.

Burnett has handled the Heinz UK account since 1999, when it won the business from Bates Dorland.

Over the past 12 months, Burnett has seen a consistent erosion of its Heinz business. In June last year, it lost its Heinz soup business to WCRS and last week it lost its sauces and dressings account, including the Heinz Tomato Ketchup and Salad Cream brands, to BMB.

The agency's new ads for Heinz Ketchup are thought to centre on the idea that all other tomato-sauce brands are inferior and generic.

BMB won a position on the Heinz roster after the food giant purchased HP Foods from Danone in June 2005. BMB won the £6 million HP Foods account in July 2005.

A spokesman for Heinz denied the company was looking for agencies to work on a master brand brief and would not confirm BMB's appointment to the sauces and dressings business.