Kraft Heinz appoints TBWA\ as new ANZ creative agency following competitive pitch

Kraft Heinz Australia and New Zealand has appointed TBWA\ – The Disruption Company as its integrated creative agency following a competitive pitch process.

TBWA\ will service the account from its offices in Melbourne and Auckland, overseeing all strategic and creative output across Kraft Heinz’s diverse portfolio of brands, including Heinz, Gravox, and Wattie’s.

This appointment marks a significant step in consolidating Kraft Heinz brands under one agency across the Tasman, ensuring a cohesive and locally headquartered 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.”

Says Catherine Harris, CEO, TBWA\New Zealand: “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.”

Adds Paul Reardon, Chief Creative Officer, TBWA\Melbourne: “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.”