The win, which includes frozen food brands such as Bagel Bites, Smart Ones and TGI Friday frozen products, sees Heinz consolidate the buying work for its consumer products into one agency in the US. However, planning for frozen foods will be retained by OMD San Francisco.
Starcom first began working with Heinz in 1998 when it won the Heinz Tomato Ketchup planning and buying business as part of a full-service assignment with sister creative agency Leo Burnett.
Since then, the media agency has extended its grip on the business with planning and buying work for brands such as Jack Daniel's sauce, Mr Yoshida's, EZ Squirt children's condiment and Classico pasta sauces.
Brian Hansberry, vice-president of frozen food marketing for Heinz North America, said: "We have benefited from Starcom's strong stewardship during the past five years with our ketchup, condiments and sauces brands and we're looking forward to bring the agency's expertise to bear with our frozen food brands."
Starcom still handles media buying for the pet foods and pet snacks business, which were recently spun out of Heinz and are now owned by Del Monte.
The agency will place more than $40m (£25.2m) with the two companies this year.
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