Agencies gear up to pitch for Pillsbury’s centralised media

Pillsbury, the Grand Metropolitan-owned foods giant, is to centralise its media buying into a new pounds 7 million account and has invited five agencies to pitch for the business.

Pillsbury, the Grand Metropolitan-owned foods giant, is to

centralise its media buying into a new pounds 7 million account and has

invited five agencies to pitch for the business.



The pooled account brings together the high-profile ice-cream brand,

Haagen-Dazs, with Pillsbury products such as Green Giant sweetcorn, the

Old El Paso Mexican food range and Toaster Pockets.



Western International Media, which handles the pounds 3 million Toaster

Pockets account, Leo Burnett, the incumbent on Old El Paso and Green

Giant, and Mediapolis, which has just won the international media

co-ordination task for Haagen-Dazs, are lining up to pitch against TMD

Carat and CIA Medianetwork in the second week of August.



The media centralisation is in line with GrandMet’s plans to put

significant muscle behind Pillsbury, which is a well-known name in the

US but relatively unknown in the UK. The move is expected to be followed

by an increase in ad budgets for next year.



The media review is being held despite the planned GrandMet Guinness

merger, which could see a further rationalisation of roster agencies.



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