HEINZ OPENS REVIEW FOR FROZEN-FOODS BRANDS

DDB Was Incumbent

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NEW YORK (AdAge.com) -- H.J. Heinz Co. is conducting an advertising review for its frozen-food brands with an eye toward consolidating the rest of its ad accounts, worth $15 million, the marketer said.

DDB Worldwide
Omnicom Group's DDB Worldwide, San Francisco,

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handled the frozen-food brands -- "Smart Ones" frozen entrees, Ore-Ida potatoes and Bagel Bites -- until resigning the account to take on ConAgra Food Co.'s Banquet brand in March.

Smart Ones prepared dinners and entrees received $9 million in measured media in 2003, while Ore-Ida or Bagel Bites received nothing, according to TNS/Media Intelligence/CMR.

Roth Associates, New York, is conducting the review, which Heinz hopes to conclude by September.

Other brands
Heinz Ketchup, handled by Publicis Groupe's Leo Burnett Worldwide in Chicago, received $1.4 million in media, while Classico pasta sauces, handled by Interpublic Group of Cos.' Campbell Mithun, Minneapolis, received no media spending last year.

A Heinz spokesman said the ketchup brand and Classico are "not currently under review" but that its roster shops and other unnamed agencies have been encouraged to participate in the frozen foods review. Other Heinz products include spices and marinades.

'Appropriate match'
"We're looking for an agency that could support frozen immediately and would be the appropriate match to address other businesses moving forward," he said.

Heinz launches a TV campaign May 3 for its Ore-Ida Extra-Crispy Fries, a campaign created by DDB.

Heinz spent $30 million in measured media in 2002.