WCRS lands Heinz's £5m above-the-line baby food business

Heinz has handed its £5 million integrated baby food account

to WCRS after a pitch against Saatchi & Saatchi and Leith London, giving

the agency a place on its UK roster.

The appointment comes as Heinz seeks to reposition its baby food range

and move the advertising away from its core roster agency, Leo Burnett,

which already handles a number of other products. Media buying will

remain with Starcom Motive. Leo Burnett did not pitch for the baby food


WCRS's hiring comes a few months after Heinz invested £3 million

in revamping its baby food range and launching an organic option called

Simply, for which Brann Ellert created a £1 million campaign.

Creative work is unlikely to break soon.

The strategic pitch was handled by ISBA and co-ordinated at Heinz by the

development manager, Victoria Maxwell, and the general manager for baby

feeding, Clodagh Ward. She told Campaign: "We chose WCRS because we felt

it not only demonstrated understanding of our strategic vision for the

brand, but also because we were impressed by its cre-ative thinking.

There is a good cultural fit between the organisations."