NEWS: Publicis strengthens hold on KP task

By JOHN TYLEE, campaignlive.co.uk, Friday, 26 January 1996 12:00AM

Publicis has tightened its grip on KP Foods’ advertising by adding Roysters to the stable of major snack brands it handles for the company.

Publicis has tightened its grip on KP Foods’ advertising by adding

Roysters to the stable of major snack brands it handles for the company.



KP is understood to be ready to more than treble its current pounds 1.2

million support for the brand.



The business moves to Publicis following a pitch against GGT, the agency

that launched the brand in the UK almost four years ago.



Publicis is working on new commercials that are designed to spearhead

Roysters’ return to national TV in the spring. It is 21 months since the

brand was last on air.



The win consolidates most of the KP business within Publicis, which

already holds Hula Hoops, Real McCoy’s, Brannigans and Premier League

Crisps.



Hula Hoops is currently on TV with new films featuring Harry Enfield and

Paul Whitehouse.



Meanwhile, Premier Leag-ue Crisps became the first assignment for Gerry

Moira when he returned to Publicis as its creative director last summer.

Rick Bendel, Publicis’ joint chief executive, said: ‘Gerry’s return has

given KP the extra confidence in us.’



The success of the Hula Hoops campaign, together with BMP DDB Needham’s

Gary Lineker commercials for Walkers crisps, has shown KP that ‘there is

a link between good creative work and sales,’ Bendel added.



KP launched Roysters into the then fledgling UK adult snacks market in

July 1992. It based its image on its US counterpart, O’Boises, but gave

it a new brand name and packaging to appeal to British tastes.



Roysters became the first new product launch through GGT after the

agency took over KP’s new product development portfolio. The brand was

introduced on TV with a weird, comic-style US family. The family was

later ditched in favour of the eccentric character, Warren G. Royster,

who claimed to have invented the potato.



This article was first published on campaignlive.co.uk

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