NEWS: Euro RSCG wins new pizza work for Heinz

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.

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

unexpected visitors.’



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

frozen-pizza market.



A Heinz spokesman said: ‘We recognise that pizza is not instinctively

associated with Heinz, but the idea is parallel with baked beans on

toast conceptually.’