Big Business for Metrostar

Big Business for Metrostar with Kraft Heinz

Metrostar’s Claire Potter talks to Total Brand Licensing about the company’s partnership with Kraft Heinz and why it is a perfect placement

You’ve been signed by Kraft Heinz to manage its brand licensing in the UK and Ireland – how did the deal come about?

Brand Central LLC is the exclusive licensing agency for Kraft Heinz for the United States and Canada. There was an opportunity for Brand Central to expand their territory into the United Kingdom and they decided the

best approach was to partner with a local UK agency. Fortunately, they chose Metrostar as their UK partner for this opportunity. We had worked previously with Brand Central on Krispy Kreme so we knew we had the combined expertise, relationship and process to build a successful program. We were selected by Kraft Heinz UK and we announced our joint representation in June.

Why is Metrostar perfectly placed to work with Kraft Heinz?

We have fmcg food experience and big brand management experience gained from working in senior brand management roles in bluechip firms. So we’re brand managers first and licensing agents second. When I set up Metrostar in 2004, I brought the skills and processes gained from working in global food companies like Unilever and Dalgety. They underpin our strategy planning and ensure the brand promise is delivered effectively and also naturally in each licensed product. Kraft Heinz were also keen to extend beyond their traditional grocery retail base. We have always had a strong retail focus, which has helped us to secure a large number of DTRs and retail exclusives for our brands.

What are your immediate plans for the brand in UK and Ireland?

We have just completed strategy planning with each brand team at Kraft Heinz to identify their key product categories for both food and non-food opportunities. We’re fortunate to have a long list of iconic brands such as Heinz Tomato Ketchup, Heinz Beanz, Heinz Salad Cream, Heinz Tomato Soup, Heinz Pasta, HP Sauce, Lea & Perrins, Amoy and Bulls-Eye.

There are merchandise categories that extend across the brand portfolio so we have already had some promising conversations in apparel and gift. We will quickly start extending our reach into other areas such as homewares, beauty and stationery. The natural brand extensions, however lie in food licensing and we will be approaching a select list of partners in the highest potential categories for each brand starting at the Festival of Licensing.

Obviously it’s a very well-known brand name across the globe. Will you be working on any worldwide campaigns with other agents?

Many of the brands we work on are British in origin or have a unique history in the UK market, such as HP Sauce. Brand Central and the global licensing team have begun the process of exploring potential sub-agents across the globe in key territories where Kraft Heinz has strong brand equities, distribution and local marketing offices.

And what are you most excited about in your new partnership?

We’re especially excited about the potential these brands have to extend into big consumer goods food categories like snacking, chilled

and frozen. The brands have emotional resonance with UK consumers which goes back decades and are some of our most trusted food brands. YouGov lists Heinz as the UK’s most popular food brand. If you’re a UK food company interested in growing market share, the Kraft Heinz portfolio presents a unique and valuable opportunity. They’re also brands with great personalities and a rich history so there’s opportunities for imaginative and playful merchandise.

On a general level, 2020 has of course been a disruptive year – how are you overcoming the challenges that Covid-19 has brought, for example not being able to attend trade shows etc?

It’s been the most challenging year for Metrostar since we started in 2004. Every category and market has been affected to some extent. What is most chastening is talking with colleagues in developing economies where government support for businesses and individuals has been very low. We are so very lucky by

comparison. It has been hard not to be able to meet with partner agents and licensees in Asia, Europe and the US but video conferencing has been invaluable; it’s kept us connected and enabled us to take part in events. I very much enjoyed contributing to Licensing International’s Licensing Essentials Programme and we’re looking forward to the Festival of Licensing where the Kraft Heinz brands will be a big feature for our agency.

And what issues do you think the brand licensing industry has to overcome these strangest of times?

I think a big issue facing British retail stores – especially outside of grocery - is offering difference as well as value. People haven’t shopped in so long. They need reasons to come through the door. Licensing offers an enormous range of brands and working with a license is a great way to differentiate your offer and appear more interesting and exciting to shoppers. Likewise licensing could be more retail-oriented. I love the way Informa connects UK retailers and brand owners through the Retail Mentoring Programme. It would be great to see more opportunities for retail and licensing to connect.