BMP DDB and HHCL benefit in Bestfoods review

– Bestfoods has cut Delaney Lund Knox Warren & Partners from its roster and handed the agency's Hellmann's and Ambrosia business to BMP DDB and HHCL & Partners respectively.

– Bestfoods has cut Delaney Lund Knox Warren & Partners from its roster and handed the agency's Hellmann's and Ambrosia business to BMP DDB and HHCL & Partners respectively.

Together, the accounts were worth £8 million to Delaney Lund. The news will come as a blow to that agency as Bestfoods was a key account, and the agency was particularly proud of its work for Ambrosia.

The review is thought to have been sparked by the changes at Delaney Lund, which bought itself out of the merged Bozell and FCB networks in November. Sources say Bestfoods had been feeling for some time that it ought to review its roster arrangements, and that the merger spurred the company into action.

The fact that Bestfoods presented a clash with FCB's Sara Lee business had been one of the principal reasons that Delaney Lund opted out of the merger.

Andrew Crawford, the commercial director of Bestfoods, said: "We are grateful to everyone at Delaney Lund who have contributed to the success of the business in recent years."

BMP DDB won a head to head shoot-out for the £6 million Hellmann's Mayonnaise account against Delaney Lund, but it is not thought that HHCL went through a full pitch process to win the Ambrosia business.

Bestfoods, which owns the Hellmann's brand, already works with BMP on Marmite and Knorr. HHCL is the roster agency for Pot Noodles.

Delaney Lund's campaign for Ambrosia -- featuring a man riding a cow and the jingle "ooh aar, its Ambrosia" -- has proved both successful and popular. Bestfoods' decision to move the account is thought to have surprised the agencies involved.

The agency's most recent work for Hellmann's was a campaign featuring Mr and Mrs Flatt, based on the idea that without Hellmann's, food can taste uninteresting.

The £16 million media planning and buying for all the Bestfoods brands remains with BMP OMD.



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