Leo Burnett to share Heinz's frozen foods business with WCRS

HJ Heinz has split the £4 million creative account for the frozen foods business held by Bates between WCRS and Leo Burnett.

WCRS has picked up the Linda McCartney range and Burnett has won the Weight Watchers, Deeply Delicious Desserts and Bite Me brands.

WCRS already handles the advertising for Heinz's baby-food product range and Burnett looks after advertising for Heinz's grocery brands, which accounts for the lion's share of Heinz's £8 million UK ad business. This includes Heinz baked beans, sauces and microwave products.

Heinz's Linda McCartney range consists of vegetarian frozen and chilled meals. The company has also used Farm Communications for new product development work.

Mark Holdaway, the Heinz business director for UK frozen and chilled, said: "We are delighted to announce the appointment of WCRS to work on the advertising for this brand. We believe WCRS can help us realise the enormous potential of the Linda McCartney brand."

WCRS's Julian Hough said: "We have enjoyed a great relationship with Heinz on its infant-feeding business and it is exciting to get a chance to think about another of its brands."

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