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According to Heinz consultant Linda Fidelman of N.Y.-based ADvice & ADvisors, S.F. shops Foote, Cone & Belding, Ketchum and Goodby, Berlin & Silverstein; Chiat/Day, Venice, Calif.; Lord, Dentsu & Partners, L.A.; and Riney, Angotti, Hedge/N.Y. will compete for the business, expected to launch at $5-7 million and climb to $40 million in billings.
The assignment includes Igor’s pocket sandwiches, the Louis and Rosetto pasta lines and Bagel Bites, a product for which finalists are preparing work. ‘We asked them to give us strategic thinking on the product and some preliminary creative ideas,’ said Fidelman. Fidelman, A&A partner Alan Krinsky, Ore-Ida vp/specialty products Meg Carlson and product manager of brand marketing/new products Gary Laney will visit each agency for the final pitch.
Earlier reports identified the products as Moore’s frozen appetizers and Domani frozen pastas, both recently purchased by Heinz and folded into Ore-Ida, but those brands will not be included in the specialty division. Berlin, Wright & Cameron/N.Y handles Heinz Ore-Ida.
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