Bakery chain holds pitch for £3 million above-the-line task

Greggs, the nationwide bakery chain, is looking for an agency to

handle its £3 million above-the-line account.

The company is handling the pitch process though the AAR. Greggs

Bakeries, owned by Greggs Plc, which also owns the Bakers Oven stores,

has a total of 900 outlets in the UK.

The emphasis of the marketing drive will be to raise the company's

profile in the South. Greggs is already a well-established brand in the

North and in Scotland. The above-the-line account is handled by the

Newcastle-based Robson Brown.

A Greggs spokeswoman confirmed the pitch was taking place: "The existing

agency has been in place for several years but has been used on a

short-term tactical basis.

"We are now looking to build a successful national brand and we've asked

the incumbent as well as a few other agencies to pitch for this

business. We want to find an agency we can work alongside with."

The company already runs regional TV campaigns in the North, Scotland

and the Midlands and is currently considering a national TV campaign. It

is planning a marketing drive across all media, particularly TV, press

and outdoor.

"Different parts of the country could require different strategies," the

spokeswoman added. The pitch is in its early stages with an appointment

expected in March.

Greggs Plc has been performing well despite the economic downturn and

has posted profits for nine consecutive years. In August last year the

company recorded a 22.4 per cent increase in its first-half profits.

Greggs saw pre-tax profits reach £9.6 million for the six-month

period to 16 June 2001.

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