Trebor Bassett’s roster agencies, Leagas Shafron Davis and WCRS, could
be in line for an extra slice of the confectioner’s advertising business
following the acquisition by its parent, Cadbury Schweppes, of the
sweets company, Craven Keiller.
The Office of Fair Trading this week cleared Cadbury’s bid for Portfolio
Foods, which trades as Craven Keiller and owns the popcorn brand,
Butterkist, along with Keiller, Barker and Dobson, and Craven.
Although the Craven Keiller brands have received virtually no
advertising support in the past, Trebor Bassett is known for providing
above-the-line support for all its brands.
Butterkist is the most likely brand to receive advertising support. It
is the leading brand in the pounds 33 million popcorn market and was
relaunched in February last year to help boost sales outside cinemas.
However, the brand is still best known for its cinema ads.