Kraft Heinz names TBWA creative partner for ANZ

AUCKLAND, Today: Kraft Heinz Australia and New Zealand has chosen TBWA – The Disruption Company® as its new integrated creative agency after a competitive pitch process. The agency will manage the account from Melbourne and Auckland.

TBWA will oversee strategic and creative work for Kraft Heinz’s iconic brands, including Heinz, Gravox, and Wattie’s. This move unifies the portfolio under a single agency across the Tasman for a consistent, locally led approach.

“We are very pleased to re-engage with TBWA, who previously held our account for three years in Sydney and delivered outstanding creativity across our core brands,” said Michael Magee, CMO at Kraft Heinz. “Their Disruptive approach and deep understanding of our brands make them the perfect partner as we look to continue to elevate our presence in the market.”

Paul Reardon, Chief Creative Officer, TBWA\Melbourne said, “Kraft Heinz has great brands with a high benchmark for creative work both here in Australia and New Zealand, as well as globally.

“Working with Kraft Heinz means working with some of the most iconic brands in the world, and in New Zealand this includes local icon Wattie’s.” – Catherine Harris

It’s an exciting partnership. When pitching to Kraft Heinz, we spoke a lot about the importance of disruptive work in ‘shared’ and ‘owned’ media — areas we love to play in. We can’t wait to get started.”

Catherine Harris, CEO, TBWA\New Zealand, added, “Working with Kraft Heinz means working with some of the most iconic brands in the world, and in New Zealand this includes local icon Wattie’s.

We are extremely excited to be working with the very talented teams at Kraft Heinz to deliver disruptive ideas across paid, owned and earned for their suite of brands.”

TBWA is known for its innovative and disruptive creative solutions, offering a fully integrated approach to enhancing the total brand experience.