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CHI wins Kraft Heinz sauces consolation prize

You don’t win anything by coming second, as countless football managers remind us as they’re wheeled before the cameras.

pa-4486297Well sometimes you do, CHI & Partners has won Kraft Heinz’s non-Heinz sauces – HP, Lea & Perrins and Amoy – formerly handled by M&C Saatchi – after being runner-up to BBH in the recent pitch for Heinz brands across Europe.

CHI is noted for, among other things, its dogged determination and it may be that this is the result of post-pitch chats with the Heinz team. None of the brands in question spend that much although, once again, a persuasive agency may convince them to spend more. The iconic HP Sauce (HP stands for Houses of Parliament although it’s actually made in Holland) has had some backing, with no appreciable effect on its dismal sales.

Both BBH and CHI needed a win. BBH won Tesco at the start of the year although we’ve still to see any work of note. In and around that it has lost a number of accounts including Unilever’s Axe to 72andSunny in Amsterdam (although it remains on the roster), Diageo (it handled Johnnie Walker and Baileys) and it resigned Barnardo’s.

CHI, once the new biz champ of London, has lost out in a number of pitches, mostly to all-conquering adam&eveDDB.

During the recent Euro pitch Heinz was lambasted on all sides for its payment terms (97 days apparently) and use of an e-auction in the pitch. WPP’s JWT pulled out whole Omnicom agencies declined to be involved.

Now both the lucky agencies – BBH and CHI – are busy saying what splendid chaps Heinz are. A case of hope springs eternal? That’s adland for you.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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