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