Sale could spark Slim-Fast ad review

The global advertising account for Slim-Fast, the diet brand, is expected to come up for review in the next few weeks following last week’s announcement that Unilever is to buy the brand.

The global advertising account for Slim-Fast, the diet brand, is

expected to come up for review in the next few weeks following last

week’s announcement that Unilever is to buy the brand.



The account is held by Grey. Advertising is in key markets including

Europe and the US, but is likely to go up for review once the sale to

Unilever has gone through. Grey is one of the main roster agencies for

the Anglo-Dutch giant’s biggest rival, Procter & Gamble.



Unilever also announced takeover plans for the Ben & Jerry’s ice-cream

brand. Advertising for Ben & Jerry’s is handled by Third Planet in the

UK and McKinney & Silver in the US.



It is unclear which agencies will handle the accounts in the future,

although Unilever’s main creative networks are McCann-Erickson, Ogilvy &

Mather, J. Walter Thompson and Lowe Lintas & Partners.



The company has been expanding out of its core roster over the past

three years, handing accounts to creatively renowned agencies including

HHCL & Partners, Mother and Bartle Bogle Hegarty.



Unilever is rationalising its existing arrangements. JWT was handed the

enlarged pan-European Van den Bergh Foods account in January.

McCann-Erickson is likely to handle impulse ice-creams, with Lowe Lintas

managing take-home brands such as Carte D’Or (Campaign, 28 January).



A Unilever spokesman said he could not comment on marketing or

advertising arrangements until the two sales had been finalised.