McCain Foods is calling a pitch on creative work across pounds 8
million worth of consumer advertising with a view to consolidating the
business within a single agency.
The decision threatens an eight-year hold on the creative work by the
Poulter agency in Leeds, which has been invited to repitch.
Bartle Bogle Hegarty, which has handled the creative assignment on
McCain’s pounds 3 million frozen pizza business for the past 17 months,
will not contest the combined assignment.
The review does not affect the company’s media planning and buying which
continues to be handled by Media Vantage, the Poulter media
Julie Leivers, the McCain marketing director, said: ’We want to build
the McCain name.’
Poulter, which handles Oven Chips, Home Fries, Southern Fries and
Microchips, ran the entire account until October 1995 when the
Brasserie, an HHCL & Partners spin-off, was given the McCain pizza
project as its first assignment.