The shop will initially replace M&C Saatchi on Kraft Heinz’s UK sauces, including HP Sauce, Lea & Perrins and Amoy. CHI & Partners expects its role to expand beyond the £2 million account to include other brands.
CHI & Partners was handed the business after taking part in the Heinz European pitch earlier this year. The agency made it to the final three but ultimately lost to Bartle Bogle Hegarty, which was selected to run the Heinz brand in the UK and Heinz sauces across Europe.
Agencies and industry bodies, including the IPA, criticised Heinz during the pitch for demanding 97-day payment terms and for holding a reverse auction.
Sarah Golding, the chief executive of CHI & Partners, said: "We loved the team from the first meet and are delighted to be chosen to help build the comms for some of the nation’s most iconic brands."
Kraft and Heinz began trading as a single company in July after completing a $45 billion (£28.7 billion) merger.