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


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


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


The overhaul included reformulating its recipes and designing new


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


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


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


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


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



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