Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process.

They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle.

A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made the decision to appoint Cummins&Partners as our Creative agency partner. This is the final piece in the puzzle for us, in relation to agency appointments and it comes at an exciting and pivotal time for the Kraft Heinz business. With the plans that our business has in place and the portfolio of iconic local brands and products that we have, we have no doubt that we are in a very strong position to create powerful ideas together with the C&P team.”

Cummins&Partners chief creative officer, Sean Cummins, said: “There are some brands that are steeped in our lives. That give us experiences and memories. To have an opportunity to take up the baton across this amazing portfolio is why we do what we do.”

Chris Jeffares, Cummins&Partners’ CEO, said, “Kraft Heinz is one of the most dynamic global CPG companies, with a new energy and mindset around growth and innovation. The new ownership of the Kraft brands portfolio sets the stage for exciting period in their history. The team did an amazing job and are thrilled.”