Kraft Heinz has added Havas London to its UK and Europe creative roster, with the agency joining incumbent shops BBH and The & Partnership.
The food giant's decision to expand its roster from two agencies to three follows on from a renewed focus on long-term brand building, and the appointment of Victoria Sjardin – who joined the brand as vice-president of marketing for Europe last September.
Sjardin arrived from Unilever-owned Dove, which also worked with Havas, and her decision to solidify the relationship and bring the agency on board as a partner follows on from project work undertaken by Havas for Kraft Heinz.
Havas was appointed without a pitch. The firm will be tasked with working across a mix of projects across the Kraft Heinz portfolio, including creating digital campaigns driven by data.
Last March, Kraft Heinz enlisted former Birds Eye marketer Steve Chantry as its commercial director and chief marketing officer. He restructured the marketing arm of the business to create a 10-strong UK team focused on brand-building, which is being led by head of Heinz Brands Lucy Clark.
Commenting on Havas' appointment, Sjardin said: “There is a new found energy in Havas which has translated into some great project work. In fact, both companies have a lot in common – and I’m looking forward to seeing how our shared hunger translates into bold, effective campaigns.”