Lowe Howard-Spink has pulled off a pounds 7 million double coup this
week by winning Grand Metropolitan’s Pillsbury business and Whitbread’s
Lowes will handle the launch of Pillsbury’s new children’s snack,
Toaster Pocket, with a pounds 3 million above-the-line spend.
Lowes beat Ogilvy and Mather in a head-to-head pitch. The agency already
has a strong relationship with GrandMet through its work on Smirnoff.
Leo Burnett, which handles Pillsbury’s Jus-Rol pastry products, was not
involved in the pitch because of a client conflict. Burnetts’ Kellogg’s
portfolio includes Pop Tarts, which will be a direct competitor to
Toaster Pocket. McCann-Erickson, meanwhile, declined to pitch because of
a clash with its Nestle Crosse and Blackwell business.
Toaster Pocket will be launched this autumn, with Lowes’ first
advertising expected to roll-out at the end of this year.
The move marks a renewed attempt to establish the Pillsbury brand, which
is hugely successful in the US, in Britain. The brand made its UK debut
in the 70s as a range of chilled dough products. GrandMet bought the
business for pounds 3.6 billion in 1989.
GrandMet believes Pillsbury’s strong US heritage will help it to attain
global brand status alongside Haagen-Dazs, Jolly Green Giant and Old El
Paso, which are all part of the Pillsbury division.
The pounds 4 million Labatt’s creative account joins Pillsbury at Lowes
following the lager brand’s acquisition by Whitbread in March. The
Labatt’s business had been with Walsh Trott Chick Smith for the past six
months but the agency has not produced any work for it.
Lowes already handles many of Whitbread’s major brands, including Stella
Artois, Heineken and Boston Beer.
Tim Lindsay, Lowes’ managing director, commented: ‘We are working on a
mixed media campaign which will include TV advertising.’
Dominic Harrison, the marketing controller at GrandMet, said: ‘The
agency is already known to us through its work for other parts of the
group and we have been impressed with its creativity and knowledge of