Campbell picks Mother for Fray Bentos' return to TV advertising

Mother has taken on Campbell's Fray Bentos convenience food business as the company gears up to reinvigorate the brand and build its awareness among consumers.

The agency was awarded the business after the grocery brand held discussions with several undisclosed agencies.

The traditional Yorkshire brand has been absent from television for a number of years, but Mother's appointment will see it return to screens as part of a broader marketing push to refresh it in the wake of increasing competition from supermarkets' own-label alternatives.

The agency's appointment is part of a bid by Campbell to refresh its Fray Bentos range of meat-based convenience products. To this end, it has undertaken a number of quality improvements to its products and extented some ranges over the past year; in August, it added a chicken curry pie to its range and it is also now using Oxo gravy in its fillings.

Mother's existing Campbell business includes Batchelors packet soups and the Super Noodles range. Campbell's roster media agencies, Naked and Zenith, will handle the media communications planning and buying respectively.

Mother's Stef Calcraft said: "When it comes to pies, Fray Bentos is the daddy. We will have a lot of fun dusting it off and putting it back where it belongs."

Tim Perman, the marketing director of Campbell UK, said: "Fray Bentos has a very loyal following in the North of England. We are looking to further strengthen its appeal and support the product quality initiatives we have recently introduced."