AHDB unveils ad and media roster

The Agriculture and Horticulture Development Board, the organisation responsible for overseeing Britain's farming industries, has appointed six creative agencies and three media agencies to its £20 million UK advertising and media roster.

EBLEX…Leo Burnett campaign
EBLEX…Leo Burnett campaign

Beattie McGuinness Bungay, JWT London, Archibald Ingall Stretton and The Red Brick Road have all won a place on the creative advertising roster, while DDB UK and TBWA\London have also retained their roles.

Media planning and buying will stay with the incumbents, MPG Media Contacts, OMD UK and Universal McCann. All the shops will hold a four-year contract on the account.

The AHDB kicked off a review of its roster in October last year. The public body looks after the advertising for seven UK farming sectors, including BPEX, the organisation focused on enhancing the profitability for English pig levy payers, EBLEX, which looks to create a sustainable beef and lamb industry, and DairyCo, which aids British dairy farmers.

Among the most prominent campaigns produced by the AHDB in recent years is Leo Burnett's work for EBLEX, featuring cartoon characters based on the cricketers Sir Ian Botham and Allan Lamb.

Last year, EBLEX appointed TBWA to replace Burnett and dropped the "Beefy" and "Lamby" characters in favour of print activity highlighting the quality standards applied to British beef and lamb.

In June, EBLEX appointed MPG to a one-year contract to handle its £1.2 million media planning and buying account. As part of the AHDB set-up, EBLEX is able to appoint any of its roster agencies across the four-year contract at any point it chooses.