The low-calorie bread brand, Nimble, has begun contacting agencies
about plans to break out of its slimmers-only niche by relaunching as a
health brand next year.
British Bakeries-owned Nimble, which counts Hovis among its stablemates,
became famous in the 70s for ads featuring a girl floating in a
However, a return to TV with a similar idea last year failed to kick
start sales, and the bakery has decided to redesign the product. An
improved recipe will go on sale from the start of next year backed by
summer advertising in women’s magazines.
Colette Connors, group brands manager at British Bakeries, is understood
to have asked the AAR to draw up an original list of five advertising
agencies. The list, which included Banks Hoggins O’Shea, Court Burkitt &
Company, Griffin Bacal, the Gotham Agency and the incumbent, Wrightson
Dale, was whittled down to two shops after a series of pitches. Media,
with BBJ Media Services, is unaffected.