Starcom Gets Last Piece of Heinz Media

CHICAGO The H.J. Heinz Company assigned media planning duties on its $15 million frozen foods account to Starcom USA without a review, according to the agency.

The frozen foods assignment completes Heinz North America’s consolidation of all media planning and buying duties at the Chicago agency. Starcom already handled media buying for all of the Pittsburgh company’s U.S. consumer products (including frozen foods) and planning for its U.S. ketchup, condiments and sauces business.

“Heinz truly understands the benefits of consolidating its media planning and investments at one agency,” said Gail Fujisawa, svp and media director at Starcom, in a statement. “We’re looking forward to our expanding role in the company’s brand advertising and applying innovative planning strategy for Heinz market leadership.”

The incumbent on the account was Omnicom’s OMD San Francisco. Heinz is currently reviewing creative on the frozen foods account, which was at DDB San Francisco. Contending for the business are independent agencies Cramer-Krasselt in Chicago, Doner in Southfield, Mich., and WestWayne in Atlanta; Publicis Groupe’s Leo Burnett in Toronto and The Kaplan Thaler Group in New York; and Omnicom Group’s Element 79 in Chicago, according to sources. A decision is expected in that review in August.

Brands in Heinz’s frozen food portfolio include Bagel Bites, Ore-Ida, Smart Ones, Boston Market Frozen Foods and TGI Friday’s Frozen Products.