Kraft Heinz Australia and New Zealand has selected TBWA as its integrated creative agency of record following a competitive pitch process.

The agency 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, which includes Heinz, Gravox, and Wattie’s. This move consolidates Kraft Heinz brands under one agency across Australia and New Zealand.

“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,” said Michael Magee, CMO at Kraft Heinz.

TBWA is part of the Omnicom Group and has previously held the Kraft Heinz account for three years in Sydney.

“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,” said Chief Creative Officer, TBWAMelbourne, Paul Reardon.

The appointment also extends to New Zealand, where the agency will work with local brand Wattie’s.

“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,” said CEO, TBWANew Zealand, Catherine Harris.