Rank Hovis secures Wrightson Dale for Granary flour push

Rank Hovis has boosted its business with Wrightson Dale by appointing the agency to handle its pounds 1 million Granary bread brand almost four years after the agency unsuccessfully pitched for the business.

Rank Hovis has boosted its business with Wrightson Dale by

appointing the agency to handle its pounds 1 million Granary bread brand

almost four years after the agency unsuccessfully pitched for the

business.



The account - reassigned without a formal contest - moves out of Cogent

in a prelude to a new magazine and national press campaign breaking next

month. Media buying continues to be handled by BBJ Media Services.



The appointment marks a growing relationship between Rank Hovis and the

four-year-old Wrightson Dale, which was last year given the task of

bringing back the Nimble girl to TV after an absence of 16 years.



The agency’s brief is to promote Granary flour - which Rank Hovis

manufactures and sells under licence to other bakeries - to upmarket,

health-conscious consumers aged over 35 years old.



John Haworth, the Rank Hovis sales and marketing director, said:

’Occasional Granary buyers are light and selective TV viewers, who are

also very heavy readers of newspapers and magazines. Hence, press is

felt to be the most appropriate medium.’



Barry Wrightson, the agency’s creative partner, and the writer, Michelle

Teboul, have devised the campaign, which has the theme ’bread with more

body’ and presents Granary as an ideal accompaniment to a range of

foods.



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