Finalists Emerge in $15 Mil. Heinz Review

NEW YORK Three finalists have been named in the $15 million creative review of H.J. Heinz Co.’s frozen foods brands: Omnicom Group’s Element 79 and independents Cramer-Krasselt and Doner, sources said.

Element 79 and Cramer-Krasselt are based in Chicago; Doner is in Southfield, Mich. The agencies are being briefed this week and final presentations are scheduled for early August, according to sources.

The finalists were selected after six agencies visited the Pittsburgh-based client for chemistry and credentials checks. Publicis Groupe shops Leo Burnett in Toronto and The Kaplan Thaler Group in New York and independent WestWayne in Atlanta were eliminated from contention, according to sources.

The client split with its incumbent, Omnicom’s DDB in San Francisco, in March. New York consultancy Roth Associates is managing the review, which encompasses the Ore-Ida, Smart Ones and Bagel Bites brands.