Heinz selects WCRS to boost baby food sales

Heinz has picked WCRS to handle the advertising for its baby food

portfolio as it attempts to step up its assault on the baby food

market.



WCRS triumphed in a three-way pitch against Saatchi & Saatchi and Leith

London after the food giant called a review out of incumbent agency Leo

Burnett. The agency still handles advertising for many of its other

brands.



The appointment comes on the back of a £3m overhaul this year of

Heinz's baby food portfolio.



The shake-up included the launch of a home-cooked organic range of

fruits and vegetables called 'Simply' in September. This targets parents

who rarely buy pre-prepared baby food, with eight different flavours. It

has also recently introduced 15 baby food varieties to its existing

organic range and expanded its Farley's dry food range of cereals and

biscuits.



The overhaul included reformulating its recipes and designing new

packaging.



Heinz's baby food revamp is its biggest attempt to bolster its share of

the market against the likes of competitors such as German company Hipp

Organic and Cow & Gate, the specialist maker of baby milks and

foods.



Heinz is expected to significantly up its adspend to support the

shake-up of the portfolio. Its baby food sales fell from £37m in

1999 to £30m in 2000 and the revamp of the range and agency

appointment represent a major attempt to arrest the slide.



WCRS will be charged with developing campaigns for specific baby

products as well as ensuring the Heinz brand is projected consistently

and prominently across the product portfolio.



The appointment was overseen by baby food general manager Clodagh

Ward.



Heinz's baby food media account, held by Starcom Motive, was unaffected

by the review.



The company also launched tinytums.co.uk earlier in the year, a branded

baby food web site for parents, carers, healthcare professionals and

parents-to-be.



WCRS joins Leo Burnett and Brann Agency UK on Heinz's advertising

roster.



Heinz's focus on organic products aims to take advantage of the sector's

rise to prominence in the UK infant food market, although baby organic

food sales in the UK remain far behind those of Germany.



Earlier this year, Heinz claimed a 36.7% share of the UK infant feeding

market.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers