Burnett Pours On The Heinz

Tomatoes will replace the traditional apples at Leo Burnett reception desks around the world for one day today, signaling the agency’s delight at winning global advertising and brand positioning responsibilities for H.J. Heinz’s ketchup, condiments and sauces.
Pittsburgh-based Heinz valued the account at $50 million; earlier estimates had ranged much higher.
TBWA Worldwide was the other finalist. Roster networks Euro RSCG Worldwide, Bates Worldwide and DDB Needham Worldwide were semifinalists and continue to handle other Heinz work, the company said.
Mary Bishop, Burnett’s executive vice president here who led the pitch, said the agency decided not to stress its past work for Heinz, such as its 1974-78 “Anticipation” campaign. Instead, she said, Burnett’s presentation focused on “our pedigree at building global brands. That has been our business: coordinating as a global network to build brands.” That fit well with Heinz’s goal of “increasing the icon stature of the brand worldwide,” she said.
Bishop will continue to work on the business as its top management representative. Goff Moore in Burnett’s London office will serve as worldwide account head, but creative development will be overseen by creative director Lisa Bennett, who continues to work on McDonald’s as well.
A Heinz agency since 1958, Burnett resigned the U.S. account in 1994 but has continued to work with the company in other countries.