Baxters handed the meat pie brand to Hometown without a pitch, after several meetings between the agency and Baxter’s marketing director, Jaspal Chada.
There was no incumbent on the account. Save for a radio campaign, Fray Bentos has not run an above-the-line campaign in years. In 2002, when the brand was still owned by Campbell's, Fray Bentos used Mother for its television and print campaigns.
Hometown is now tasked with repositioning the brand and its first job will be creating ads as part of an ITV4 sponsorship deal that Baxters has signed. After that, Hometown will help advertise the brand’s full range of pies and puddings.
Chada said: "We’re really pleased to be working with Hometown, an agency which has demonstrated a deep understanding of the Fray consumer, and developed some excellent thinking on how we can reimagine and reinvent this iconic brand and make it relevant for future consumers."