Iglo Birds Eye calls pan-Euro creative contest

Be the first to comment
Iglo: review does not affect the UK, where it’s called Birds Eye
Iglo: review does not affect the UK, where it’s called Birds Eye

Iglo Group, the frozen-food giant, is reviewing its advertising arrangements for its Iglo brand across continental Europe.

The review covers Germany, Austria, Belgium, the Netherlands, Portugal and France, as well as Central and Eastern Europe.

Iglo’s agency of record in Europe, BBDO Proximity, is repitching for the business.

The process is being run by Alex von den Steinen, the general manager, vegetables category, at Iglo. The company is already in discussions with selected agencies.

Iglo is known as Birds Eye in the UK, where the relationship with its incumbent, Abbott Mead Vickers BBDO, is unaffected by the review.

The brand, which encompasses frozen fish, vegetables and ready-meals, lost market share in the first half of the year in continental Europe, according to results released in August.

Martin Glenn, its chief executive, said Iglo had ceded share to private-label manufacturers in Italy, where it acquired Unilever’s frozen-food business two years ago.

Iglo also lost share in Germany, the Netherlands and Belgium, where consumers are turning to discount stores.

However, in the UK, which accounts for one-third of Iglo’s sales, the company increased its market share.

An Iglo spokeswoman said: "We believe it’s good practice to review supplier relationships every so often."

SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Premier League gives lion a makeover as it waves goodbye to Barclays
Share

1 Premier League gives lion a makeover as it waves goodbye to Barclays

The Premier League has launched a more colourful brand identity built around its lion icon as it plots a future without a corporate sponsor for the first time in 23 years.

The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published