RHM is speaking to advertising agencies about its flagship gravy
product, Bisto, as it seeks to introduce the brand to a new generation
The creative account is currently handled by Abbott Mead Vickers BBDO,
which two years ago replaced the Bisto kids with Julie Walters as a
daytime TV presenter. Media planning and buying, handled by BBJ Media
Services, RHM’s centralised media buyer, is unaffected.
The review is being led by Ian Ayling, Bisto’s marketing director.
Ayling is understood to have shortlisted major London agencies to pitch
for the account, estimated to be worth pounds 3 million.
Bisto has been considering a full-scale pitch for the past six
In March, it kicked off a strategic review of its business with the help
of media strategist, Michaelides & Bednash, and the brand consultancy,
Graham Brown, AMV’s vice-chairman, said he had not heard about the
However, he added: ’Three or four months ago, Bisto decided to do a
complete root-and-branch review of its business. It is possible that it
now wants to review its agency.’
No-one at Bisto was available to comment.