Three agencies have been lined up to contest the creative
assignment on the Heinz baby food range, currently handled by Leo
The trio is understood to have been selected after an agency search
carried out for Heinz by ISBA.
Industry sources believe the pitch reflects the company's desire to
switch its baby food portfolio into a smaller shop and away from
Burnett, which already handles a number of Heinz food brands. However,
media buying will remain with Starcom Motive.
The pitch is being conducted by Victoria Maxwell, the Heinz development
manager, and Clodagh Ward, winner of last year's Marketing Society prize
for best new marketer. Ward has been closely associated with Burnett's
highly acclaimed work for Heinz Salad Cream, which repositioned the
brand for a younger and more upmarket audience.
The pitch comes less than two months after Heinz relaunched its baby
food range with new recipes, modern packaging and an organic,
"home-cooked" brand called Simply.
Heinz is investing £3 million in the revamp and introducing 15 new
varieties to its existing organic range in an attempt to dominate the
organic baby food market. The company currently sells about $1
billion worth of baby food globally each year. Earlier this year, it
abandoned its $185 million proposed takeover of the US baby food
brand Beech Nut after an appeals court ruled that it would reduce
competition in a highly concentrated market.
Heinz recently launched Tinytums.co.uk, a website for parents, childcare
professionals and mothers-to-be.
No-one at Heinz was available for comment as Campaign went to press.