Roose lands Entenmann’s

Roose & Partners has won the pounds 1 million UK account for the Entenmann’s cake brand after a five-way pitch.

Roose & Partners has won the pounds 1 million UK account for the

Entenmann’s cake brand after a five-way pitch.

Hibernia Brands, which bought the UK licence for the cake line last

year, is to raise its British profile significantly and is expected to

increase its media spend over the next few years. J. Walter Thompson,

which held the account under the previous licensee, Kraft Jacobs

Suchard, did not repitch.

Roose will produce a fully integrated campaign with above-the-line work

breaking within the next two to three months. The agency will also

handle the media strategy and will incorporate point-of-sale displays

and sampling schemes into the push. ’This product is worth more than

dollars 1 billion in sales in the US,’ Roose’s managing partner, Ed

Will, said. ’It’s a feature of American life and we feel that we can put

it into the same position in the UK.’

Initially the campaign will start below the line. ’We’re going to start

from the inside out,’ Will said. ’We need to build some drama around

Entenmann’s’ position on the shelf and get some sampling strategy going

- research indicates that once people try it they’ll be coming


Hibernia’s aggressive approach was reflected in the introduction of a

new management team late last year, including the managing director,

Phil Cross, from Sun Valley Foods and the marketing director, Matt

Starbuck, formerly of Glanbia. ’Roose showed a clear understanding of

our aims,’ Starbuck said. ’It responded with a pragmatic approach that

we feel can evolve the brand.’

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