BMP DDB has held on to the pounds 5 million Terry’s Chocolate Orange
account, beating off strong competition from Young and Rubicam at the
Bates Dorland and Ogilvy and Mather were knocked out earlier on in the
pitch process, which began in January.
Kraft Jacobs Suchard put the account up for review when it made the
decision to develop an ‘umbrella’ campaign to promote the whole
Chocolate Orange brand.
The brand has recently expanded through Siesta, a competitor to Kit Kat,
which launched in January with its own advertising campaign by BMP. The
work features the Siesta Sisters, who sing Spanish songs.
Ross Barr, the joint managing director of BMP, commented: ‘Terry’s
wanted a big new idea, and our work researched better for the long
BMP’s campaign idea was devised by John Webster, the executive creative
director, with Simon Learman and Brian Fraser, the creative team who
joined BMP from Ogilvy and Mather last year.
The news will come as a relief to BMP, whose place on the Kraft Jacobs
Suchard roster was thought to be under threat from the review. BMP also
handles the Terry’s All Gold account.
Y&R is also on the Kraft Jacobs Suchard roster with Toblerone, and
handles Terry’s Chocolate Orange across most of Europe.
UK spend on the Chocolate Orange brand is expected to increase from
pounds 2 million last year up to pounds 5 million this year.
The media account is unaffected by the review, and remains at Zenith
Media, where all Kraft General Foods brands are centralised.
BMP’s long-running campaign for Chocolate Orange will be scrapped in
favour of the new work, which will launch this Christmas. The old
campaign, ‘piglets’, showed a chocolate orange rolling around a room as
two people tried to catch it.