Burnett Pickled Pink

Returning to its longstanding position as lead ad agency for H.J. Heinz, Leo Burnett last week was awarded the company’s global consolidated convenience food account.
The win of the estimated $20-30 million business comes six months after the Pittsburgh-based company awarded Burnett its $50 million global ketchup business. The Chicago agency now controls 80-90 percent of the company’s Heinz-branded products.
“As far as the Heinz brand and equity, they are the ones who have been given the charge,” Heinz representative Jack Kennedy said.
Mary Bishop, the Burnett executive vice president who led both pitches, said having both accounts gives the agency a “much deeper and richer relationship with the client.”
The convenience food account includes Heinz-branded soups, canned pasta and beans, and was up for grabs in a review that included roster shops Bates Worldwide, Foote, Cone & Belding and J. Walter Thompson, all New York.
A roster shop since 1958, Burnett was Heinz’s lead advertising agency until about 10 years ago, and created the famed “Anticipation” ketchup campaign in the 1970s. But spending cuts led the agency to drop its last Heinz USA business in 1994.
“It’s a perfect fit with the company’s global strategy,” Kennedy said. “We want to speak with one voice.”
Heinz, which uses a pickle emblem in its packaging, previously had local agencies handle the convenience food brands in their primary markets of Australia and the U.K.