NEWS: McCain seeks new shop to take HHCL Brasserie TV drive further

McCain Foods is looking for a new agency to produce creative work on the pounds 2 million frozen pizza business it awarded to the HHCL Brasserie five months ago.

McCain Foods is looking for a new agency to produce creative work on the

pounds 2 million frozen pizza business it awarded to the HHCL Brasserie

five months ago.



The company says it plans to talk to two or three other agencies

recommended by the Advertising Agency Register but admits there is a

strong possibility that the assignment will remain within the HHCL

group.



The Brasserie’s highly regarded campaign for the pizza business -

already acknowledged by McCain - has made it a victim of its own

success. To take on McCain as a permanent client would run counter to

the founding principles of the Brasserie, which was launched in July

last year as a Howell Henry Chaldecott Lury spin-off to concentrate on

project-only creative work.



McCain may opt for a ‘mix and match’ answer which would involve the

Brasserie and its Howell Henry parent. But Wayne Rowlett, the company’s

marketing manager for pizza, stressed all options were open.



The Brasserie has been running national TV advertising on the theme of

the amount of topping on a McCain pizza and encouraging viewers to phone

in and vote for their favourite topper.



Rowlett said: ‘Early indications are that the campaign has been very

successful and it’s fairly certain we’ll want to continue the strategy.’



Mischa Alexander, the Brasserie’s managing partner, added: ‘McCain has

been very happy with the work we’ve done for it but it needs to move on

to a more permanent way of working. We would very much like to maintain

our relationship.’



Poulter Communications, which has the bulk of McCain’s pounds 8 million

business as well as all its media planning and buying, will not join the

pitch for the pizza business.



However, McCain says its decision to appoint another permanent agency to

its roster will not affect its five-year relationship with the Leeds

shop, which is responsible for Oven Chips, Southern Fries and Microchips

as well as new product development.



Richard Lewis, Poulter’s managing director, commented: ‘We’re delighted

that we will continue to work with McCain.’



Become a member of Campaign from just £45 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

Become a member

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 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

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).