Sacla pasta sauce brand hands Banc European account

Sacla, the Italian pasta sauce brand, has handed its £3 million pan-European advertising account to Banc following a three-way pitch.

The review was called by the brand following the closure of the incumbent, Mitchell Patterson Grime Mitchell, which folded in April this year after 14 years in business.

Banc fought off competition from TBWA\France and the Italian agency Malcolm Tyler to secure the business, which includes its pesto sauces and antipasti in jars.

Banc's brief is to increase awareness of the brand in the UK, France and Belgium using TV and some press ads.

The initial work will break early next year and is expected to extend to other territories later in the year.

Sacla, which rebranded at the beginning of last year, is aiming to increase its share of the pasta sauce market by promoting the quality of its products to a more educated, sophisticated and cosmopolitan, mainly female audience.

Clare Blampied, the managing director of Sacla UK, said: "With Banc as a partner, Sacla is perfectly poised to assume its rightful position as the brand of choice for Italian food lovers across continental Europe."

The Banc chairman, Robert Bean, said: "Sacla proves the adage that truly great brands have truly great products at their heart. It's a terrific brand run by delightful people. We know it will be a joy to work with them."