Cheestrings calls £5m ad review

LONDON - Kerry Foods is on the hunt for an advertising agency to handle the £5 million advertising account for Cheestrings.

Cheestrings... pitch
Cheestrings... pitch

The company is understood to have approached a number of London-based creative agencies with a communications brief that includes TV, press and online.

The enquiry has come from Kerry Food's Manchester office and understood to be at an early stage. It is unclear whether the incumbent, Quiet Storm, will repitch for the business.

The search for an agency comes in the wake of tighter restrictions on food advertising as well as a number of initiatives by Kerry Foods to counteract perceptions of the brand as an unhealthy snack.

Earlier this year, it aimed to reposition the brand by launching a new white cheddar variety and investing heavily in advertising to support a relaunch of the product. The push included a major TV campaign, created by Quiet Storm, featuring a schoolboy enjoying the product in his lunch hour.

The relaunch came just before Ofcom's first set of rules on junk food advertising to children came into effect In April. These banned foods high in fat, salt or sugar being shown during or around programmes that are made for or could appeal to children under 10. The second wave of regulations comes into force at the beginning of January 2008.

Media, which is split between Universal McCann and Vizeum, is unaffected by the review. A spokesman for Kerry Foods denied a pitch was taking place.

erry Foods has offices in Surrey, Manchester and Dublin. Its portfolio of products includes meat companies Mattessons and dairy products Golden Vale and Easisingles.