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Move Consolidates Brands With Publicis Agency

By Published on .

NEW YORK (AdAge.com) -- H.J. Heinz Co. said today it has awarded Publicis Groupe's Starcom MediaVest Group media buying responsibility for its frozen food brands.

With the frozen business, which includes Hot Bites, Ore-Ida and Smart Ones brands, against which Taylor Nelson Sofres' CMR said Heinz spent $10 million in measured media in 2002, Starcom becomes the agency of record for all of Heinz North America's U.S. consumer products.

In a statement, Heinz' vice president of frozen food marketing, Brian Hansberry, said the company has benefited from Starcom's "strong stewardship" of its ketchup, condiments and sauces brands, which it hopes to bring to bear on its frozen brands.

Pittsburgh-based Heinz spent $96 million in total measured media last year, according to CMR.

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