Kraft Heinz has officially appointed TBWA\ – The Disruption Company – as its integrated creative agency for Australia and New Zealand. This decision follows a competitive pitch process and marks a major step in consolidating the brand’s creative strategy across both markets.
TBWA\ to Lead Creative Strategy Across Iconic Brands
Operating from its Melbourne and Auckland offices, TBWA\ will handle all strategic and creative work for Kraft Heinz’s diverse portfolio of brands, including household names such as Heinz, Gravox, and Wattie’s. This collaboration aims to deliver a cohesive, locally-driven approach, strengthening the presence of Kraft Heinz brands across the Tasman.
Michael Magee, Chief Marketing Officer at Kraft Heinz, expressed enthusiasm about the renewed partnership:
“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. 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.”
A Commitment to Disruption and Creativity
TBWA\’s reputation for innovative and disruptive campaigns aligns perfectly with Kraft Heinz’s vision for its brands. Paul Reardon, Chief Creative Officer at TBWA\ Melbourne, emphasized the focus on impactful and shareable creative strategies:
“Kraft Heinz has great brands with a high benchmark for creative work both here in Australia and New Zealand, as well as globally. 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 of 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.”
A Unified Vision for Success
This collaboration signals a new chapter for Kraft Heinz as it unites its creative efforts under one agency. With TBWA\’s expertise and commitment to disruption, Kraft Heinz is set to elevate its iconic brands with innovative campaigns tailored to the Australian and New Zealand markets.
