Suissa Miller Gets a Heinz Treat

The division of H.J. Heinz that makes treats for pets has hired Suissa Miller after an agency search that went no further than the client’s Pittsburgh headquarters.

The creative portion of the $10 million account, most recently handled by J. Walter Thompson’s Chicago office, was awarded to the Los Angeles agency without a review. The media portion will stay at Starcom in Chicago.

Rodolfo Spielman, general manager of the pets snacks division of Heinz, said he was referred to Suissa Miller by the marketing team at the company’s ketchup, condiments and sauces division.

The agency, owned by the Interpublic Group, has been working for the KCS division for nearly two years, producing campaigns for such products as Boston Market gravy and Jack Daniel’s Grilling Sauce. In addition, the shop is working on the introduction of a number of forthcoming products from the division.

“We talked to our counterparts at the KCS division, and they told us they were very impressed with the work Suissa Miller has created for them,” said Spielman. “When we saw the creative they have produced, we were also impressed. They didn’t want to talk about awards they won. They wanted to talk about how they can be effective.”

The account, which calls for TV spots, an Internet presence and a direct mail campaign targeting pet owners, will focus on three products: Pup-Peroni, Nawsomes and Meaty Bones. Work created by JWT included a campaign for Pup-Peroni with the tagline, “A pooch will do anything for a Pup.”

The first work from Suissa Miller is expected later this month.

Asked about winning the account on the recommendation of another Heinz division that is also a client, agency principal Bruce Miller said, “I guess they had a weak moment.” He added: “We are excited about working on the account, but I don’t think anyone is happier than my labrador, Romy.”