NEWS: Homepride revives Fred character with switch to Mitchells

Fred the flour-grader is being resurrected as the advertising icon for Homepride flour after the recapture of the business by Mitchell Patterson Aldred Mitchell.

Fred the flour-grader is being resurrected as the advertising icon for

Homepride flour after the recapture of the business by Mitchell

Patterson Aldred Mitchell.



The agency, which lost the account in a realignment a year ago, is being

briefed to relaunch the brand to younger consumers not born when Fred

became one of the most famous characters in British advertising in the

60s.



Andrew Mitchell, the agency’s managing partner, said: ‘It’s too early to

say what form Fred will take. But I can’t imagine that he won’t be part

of the campaign.’



Fred was brought back briefly, after a 12-year exile from Homepride

flour ads, during the agency’s 18-month tenure of the account. However,

he disappeared again when Spillers was bought by Dalgety and the

business moved into Grey, where it had only minimal ad support.



Now, the newly established Spillers Consumer Foods Division is expected

to put up to pounds 2 million behind Homepride flour and its Green’s

Cake Mix stablemate, which also returns to Mitchell Patterson.



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