The Government has handed BMP DDB the task of restoring faith in UK
produce in the wake of recent food scares including foot-and-mouth and
The Food Standards Agency (FSA) has appointed BMP to its creative
account after a final pitch against Abbott Mead Vickers BBDO, Delaney
Lund Knox Warren & Partners and WCRS. The pitch was run through COI
The budget for the account is expected to be close to pounds 5 million.
BMP will work with the FSA on raising awareness of several issues
starting with a campaign focusing on food hygiene that breaks in the
The FSA has also appointed Claydon Heeley Jones Mason to work on the
business. The agency will handle DM to professionals in the catering
industry and trade advertising. The FSA will continue to handle media
BMP also handles the Meat & Livestock Commission (MLC) creative
A campaign to promote red meat in light of the foot-and- mouth crisis is
about to break for the MLC.
As well as focusing on specific issues, BMP will also work on developing
the brand positioning of the FSA.
The FSA was launched a year ago to bring all aspects of food safety and
standards, 'from farm to fork', under the responsibility of one
BMP's advertising is expected to focus on explaining the work of the FSA
to the public while highlighting various food hygiene issues. Claydon
Heeley's task forms part of the FSA's remit to educate caterers in the
hygienic and safe methods of food preparation.
The original branding launch for the FSA was developed by Joshua.
The appointment of BMP and Claydon Heeley comes at a time when the
reputation of UK food standards is at a new low in the eyes of
consumers. Foot-and-mouth follows hard on the heels of scares such as
BSE. Recent publicity about meat that is unfit for human consumption
entering the production chain has worsened fears over meat hygiene.