Pillsbury, the Grand Metropolitan-owned foods giant, is to
centralise its media buying into a new pounds 7 million account and has
invited five agencies to pitch for the business.
The pooled account brings together the high-profile ice-cream brand,
Haagen-Dazs, with Pillsbury products such as Green Giant sweetcorn, the
Old El Paso Mexican food range and Toaster Pockets.
Western International Media, which handles the pounds 3 million Toaster
Pockets account, Leo Burnett, the incumbent on Old El Paso and Green
Giant, and Mediapolis, which has just won the international media
co-ordination task for Haagen-Dazs, are lining up to pitch against TMD
Carat and CIA Medianetwork in the second week of August.
The media centralisation is in line with GrandMet’s plans to put
significant muscle behind Pillsbury, which is a well-known name in the
US but relatively unknown in the UK. The move is expected to be followed
by an increase in ad budgets for next year.
The media review is being held despite the planned GrandMet Guinness
merger, which could see a further rationalisation of roster agencies.