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
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
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.’