MCBD grabs Hovis task from McCann

LONDON - Miles Calcraft Briginshaw Duffy is poised to snatch the Hovis account from McCann Erickson following a pitch between the Premier Foods roster agencies.

Hovis... relaunch
Hovis... relaunch


The company is planning to spend £15 million on relaunching the Hovis brand. This will include bringing back the small unsliced Hovis loaf, which was dropped 30 years ago, to tap into the appetite for nostalgia brands.  

Premier Foods appointed MCBD and McCann Erickson to its £26 million advertising roster after it bought RHM in 2007.

After a five-month review, Premier Foods divided its brands between the two agencies in January.  

This saw MCBD take Loyd Grossman, Ambrosia and Batchelors. McCann Erickson, the incumbent on Sharwoods, Bisto, Mr Kipling and Cadbury Cakes, added Quorn and Hovis to its clients.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

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

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).