BMP wins pounds 5m brief to restore faith in UK food

The Government has handed BMP DDB the task of restoring faith in UK

produce in the wake of recent food scares including foot-and-mouth and


The Food Standards Agency (FSA) has appointed BMP to its creative

account after a final pitch against Abbott Mead Vickers BBDO, Delaney

Lund Knox Warren & Partners and WCRS. The pitch was run through COI


The budget for the account is expected to be close to pounds 5 million.

BMP will work with the FSA on raising awareness of several issues

starting with a campaign focusing on food hygiene that breaks in the


The FSA has also appointed Claydon Heeley Jones Mason to work on the

business. The agency will handle DM to professionals in the catering

industry and trade advertising. The FSA will continue to handle media


BMP also handles the Meat & Livestock Commission (MLC) creative


A campaign to promote red meat in light of the foot-and- mouth crisis is

about to break for the MLC.

As well as focusing on specific issues, BMP will also work on developing

the brand positioning of the FSA.

The FSA was launched a year ago to bring all aspects of food safety and

standards, 'from farm to fork', under the responsibility of one


BMP's advertising is expected to focus on explaining the work of the FSA

to the public while highlighting various food hygiene issues. Claydon

Heeley's task forms part of the FSA's remit to educate caterers in the

hygienic and safe methods of food preparation.

The original branding launch for the FSA was developed by Joshua.

The appointment of BMP and Claydon Heeley comes at a time when the

reputation of UK food standards is at a new low in the eyes of

consumers. Foot-and-mouth follows hard on the heels of scares such as

BSE. Recent publicity about meat that is unfit for human consumption

entering the production chain has worsened fears over meat hygiene.

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