In February, Ketchum became ConAgra Foods’s first agency of record (PRWeek, 13 February); ConAgra and Heinz are competitors in the US supermarket aisles.
Heinz had been talking to Edelman about expanding its role around the same time the Ketchum/ConAgra deal was disclosed, said Edelman US president Pam Talbot.
Edelman’s New York office will work on Heinz corporate comms while Chicago oversees product work.
In a separate move, Edelman will handle PR briefs for Heinz in Italy, Germany and Australia. Heinz will continue to work with other agencies for some products.