TBWA sees off three to snatch £15m McCain

The frozen food company McCain Foods has appointed TBWA/London to handle its £15 million creative business. TBWA beat off competition from Mustoes, Euro RSCG Wnek Gosper and Grey Worldwide London to secure the account.

The review was prompted by the subsuming of McCain's incumbent agency, D'Arcy, into Leo Burnett, which handles advertising for the rival food giant HJ Heinz.

TBWA will be responsible for creating advertising across the entire McCain portfolio, including the Vibes hot crisp product, which was most recently handled by Campbell Doyle Dye. CDD opted not to pitch for the centralised account, citing cultural differences with McCain.

The client is believed to have been seeking more upbeat advertising to push its product range, which includes chips, potato specialities including hash browns and savoury wedges, and fast-food products such as Micro Pizza and Micro Chips.

Recent ad campaigns from D'Arcy have focused on the ease with which the meals can be prepared. The TV work for McCain chips showed two Welsh schoolgirls debating whether they preferred the product to their own father.

McCain claims to be the leading manufacturer of chips in the UK, with one in three chips consumed coming from its factories. The chip category is the biggest single frozen-food sector in the UK, with 952,700 tons of frozen potato consumed in 2000.

The company is, however, keen to diversify its range of products and last month acquired Belleisle Foods, a frozen Chinese food manufacturer in the US.

The media account, which is held by PHD Compass, is unaffected by the review.

Trevor Beattie, the chairman and executive creative director at TBWA, said: "Everyone loves McCain. It's a bit of a British institution."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).