The decision was made at the company's grocery division European headquarters which have been installed at Hayes, Middlesex, in the U.K. as part of a Europe-wide company reorganization last summer.
Bejamens van Door/Euro RSCG, Amsterdam, will be the lead agency on the account, which includes such icon brands as Heinz Tomato Ketchup and Heinz Salad Cream, along with a range of pickles, dress- ings and sandwich spreads. Previously, Euro RSCG was Heinz's agency of record in Germany, one of a number of different agencies used in individual countries across the region.
Euro RSCG's advertising for Heinz sauces will run across Germany, France, Benelux and the Nordic countries.
Bates Dorland, London, will continue to handle Heinz's sauces in the U.K. as part of its tenure of the entire grocery division, plus Heinz's frozen and chilled brands. A spokeswoman says that the sauce brands will be advertised separately in the U.K., where the market for sauces is more developed.
The European sauce advertising budget is not disclosed, depending, says Heinz, on the network's recommendations. The first task for Euro RSCG offices on the Continent will be to "assess the viability of a harmonized European brand positioning and advertising approach," according to the company.
Euro RSCG was chosen because of the strength of its European network, whose individual offices will contribute to strategy decisions. Jane St.Clair- Miller, general manager-corporate marketing for Heinz European Grocery, says the agency's excellent creative record, experience and "an ethos that rewards energy and ideas" also played their part in the network's appointment.
Copyright February 1998, Crain Communications Inc.