Northern Foods, whose brands include Eden Vale, Dalepak, Pork Farms
and Fox’s Biscuits, has appointed the media auditing company, Barsby
Rowe, with a view to centralising its entire pounds 10 million media
Northern Foods’ account is currently split across a range of media
Among the incumbents are Zenith Media, which handles Eden Vale;
MindShare, which has Fox’s; CIA Medianetwork, which has Dalepak; BBJ
Media Services, which handles Green Isle Pizza, and Motive
Communications, which has the Pork Farms business.
Northern Foods’ total media spend across all its brands topped pounds 10
million last year and the company is now looking for a more coherent
media strategy and greater cost-efficiencies from its media spend.
Unlike most of its competitors in the food market, Northern Foods has so
far resisted media centralisation, with its individual operating
divisions having autonomy over their media suppliers.
However, the marketing director, Bill McKeever, has now decided to
examine the viability of pooling media spend across all divisions and
has drafted in Barsby Rowe to steer the process.
Although Barsby Rowe has not yet been given the green light yet to brief
agencies for a centralisation, the auditor is understood to have begun
collating information on the performance of the brands.