The British Potato Council has hired Naked to develop a
communications strategy for a "Maincrop" marketing push later this year.
The BPC was established in 1997 to fund research and development and to
Naked, which pitched against J. Walter Thompson for the account, will
work with above-the-line agencies to develop plans and creative
propositions for print, radio and point of sale. It will also brief
media owners on content development and designers for on-pack
Kathryn Race, head of marketing at the BPC, said: "It's great to deal
with an agency that understands the scope of marketing channels we need
to use, as opposed to thinking in an ad-centric fashion."
The BPC has worked with Anthony Dumbreck & Partners and Willox Ambler
Rodford Law in the past.