Cow win triggers Heinz race

Heinz is to appoint a new agency after incumbent Cow PR landed a major account for rival firm Northern Foods.

As reported on (20 April), Heinz has launched a pitch process for its Beanz and soups range. The food company has invited agencies Bell Pottinger, Edelman, Publicasity and Lexis to submit proposals for the six-figure consumer account.

But Cow will not repitch for the business, having recently started working with Northern Foods, specifically on the Fox's biscuits and Goodfella's pizza brands.

Heinz director of corporate and government affairs Nigel Dickie told PRWeek: 'After more than four years of working successfully with Cow PR, it was timely for Heinz to undertake a review of activity on Heinz Beanz, Heinz Soups and our overarching "It has to be Heinz" campaign property.'

Dickie added that the pitch did not affect other agencies on Heinz's roster. This includes Grayling, which looks after trade PR, and Cohn & Wolfe, which looks after consumer work on Heinz sauces.

A decision is expected to be made this month.

Cow co-founder and MD Sian Morgan said the agency had decided not to take part in the pitch process following recent developments. She said: 'We have conflicting clients, which means we have declined to pitch for Heinz.'

Cow won the Northern Foods brief after a four-way pitch. Cow will put separate teams to work on the Fox's and Goodfella's accounts, with strategic and creative support provided by Morgan and director Mark Perkins.

As part of the brief, Cow will provide consumer and trade support for Fox's latest Ambers biscuit range launch. The agency will also oversee press office and project work to support Fox's Rocky chocolate biscuit bar brand.

Heinz picked Cohn & Wolfe to handle consumer PR for its sauces portfolio in 2009. Cohn & Wolfe handles UK consumer work for Heinz Tomato Ketchup, Lea & Perrins, HP Sauce, Daddies Sauce, Heinz Salad Cream and Heinz Mayo.

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