Heinz has appointed BBH London to handle its pan-European Sauces advertising, including iconic Heinz Ketchup, as well as the entire Heinz brand creative in the UK.

BBH said that it would be producing multimedia campaigns that would run across the UK and continental Europe.

The agency won the business following a five-week final-round pitch process, which also involved CHI & Partners and M&C Saatchi, although incumbent Abbott Mead Vickers BBDO did not take part in the pitch.

The review has stirred up controversy over the way it was handled by Kraft Heinz, with the IPA criticising the process, which earlier on involved J Walter Thompson and Leo Burnett, both of which pulled out when an e-auction process was introduced.

IPA director general Paul Bainsfair, told Campaign at the time: “This is a shocking way to run a pitch. I’m not surprised so many agencies have pulled out. It’s even more shocking for a brand like Heinz that has used marketing to build itself up over decades to now under-appreciate its value.”

Commenting on BBH’s appointment, Giles Jepson, The Kraft Heinz Company’s vice-president of marketing in Europe, said: “BBH demonstrated excellent consumer understanding and insight, which they were able to turn into very strong creative directions.

“We are excited about working with BBH and we are sure that they will be able to add significantly to our business, at a time when our brand shares are growing and our brand franchise is strengthening.”

Ben Fennell, BBH London’s chief executive, said: “There was very good chemistry with Giles and his team from the start of this high tempo process.

“We pitched with a body of work that we believe can really power the brand and business. The opportunity to extend this scope, across multiple categories and geographies is significant. Heinz is an iconic brand, it deserves iconic work.”