Heinz Musters Brands at Cramer-Krasselt

CHICAGO H.J. Heinz Co. has consolidated all of its advertising business at independent agency Cramer-Krasselt here. The shop had previously handed the company’s Ore-Ida and Weight Watchers Smart Ones frozen brands.

With the consolidation, C-K adds the Pittsburgh company’s Classico sauces and core ketchup brands. The brands previous respective agencies were Interpublic Group’s Campbell Mithun, Minneapolis, and Publicis Groupe’s Leo Burnett, Chicago.

“In a relatively short period of time, C-K has shown both the brand planning expertise and the ability to understand our brands that we believe is necessary to help drive our businesses forward,” said Dave Moran, president of Heinz U.S. Consumer Products, in a statement “We’re looking forward to leveraging C-K’s unique approach and insights across our entire U.S. portfolio.”

C-K won the estimated $15 million frozen foods business in August 2004 after a review that included independent agency Doner, Southfield, Mich., and Omnicom Group’s Element 79, Chicago. Heinz spent less than $1 million on the ketchup and Classico lines last year, according to Nielsen Monitor-Plus.

— Adweek staff report