Kraft Heinz puts global media account up for pitch

Kraft Heinz’s global media account, reportedly worth close to AUD$1bn, is up for pitch, coinciding with the expiration of the brand’s contract with Publicis agency Starcom.

Along with Publicis, Omnicom, Dentsu and WPP are understood to be involved in the pitch process, which is running despite the severe disruptions the industry is experiencing as it attempts to navigate the effects of COVID-19.

The Kraft Heinz brand portfolio

Kraft Heinz said the review is to ensure the brand is best positioned for success.

“Our contract with Starcom Worldwide is expiring this year, so Kraft Heinz is exploring opportunities for its global media planning and buying operations to ensure we are positioned for success in 2021 and beyond,” said Michael Mullen, Kraft Heinz’s senior vice president of corporate affairs.

Starcom won the business in 2016 following the merger of Kraft and Heinz, which saw the brand become one of the largest food and beverage companies in the world.

In late 2017, Cummins and Partners won the brand’s creative account from incumbent Channel T.


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