Euro RSCG Wnek Gosper has beaten Heinz’s main roster agency, Bates
Dorland, in a pitch to win the TV launch campaign for a new range of
Heinz frozen foods.
Consumers will be introduced to the concept of Heinz Baked Beans Frozen
Pizzas, Spaghetti Hoops Pizzas and Bagel Bites, with a series of three
commercials, all breaking this weekend.
Heinz will spend more than pounds 1 million on the products, through IDK
Media, before the end of the year.
The two pizza ranges will be advertised with the line: ‘Strange but
deliciously true’, while the Bagel Bites are promoted as: ‘Perfect for
Brett Gosper, the chief executive of Euro RSCG, said: ‘Heinz is
potentially the warmest name in the freezer cabinet. We are excited that
it has chosen us as its partner in this strategically important area.’
The ad for Baked Beans and Spaghetti Pizzas was art directed by Paul
Ridley and written by Steve Eltingham. The Bagel Bites execution was art
directed by Nigel Rose and written by Dominic Gettins. Rod Waskett at
BFCS directed all three films.
Baked Beans Pizzas were introduced last year as a special product to
celebrate the 100th anniversary of the baked bean. Their success
persuaded Heinz to make a serious attack on the pounds 90 million
A Heinz spokesman said: ‘We recognise that pizza is not instinctively
associated with Heinz, but the idea is parallel with baked beans on