Bestfoods has cut Delaney Lund Knox Warren & Partners from its
roster and handed the agency’s Hellmann’s and Ambrosia business to BMP
DDB and HHCL & Partners, respectively.
Together, the accounts were worth pounds 8 million to Delaney Lund. The
news will be a huge blow as Bestfoods was a key account and the agency
was particularly proud of its work for Ambrosia.
The review is thought to have been sparked by the changes at Delaney
Lund, which bought itself out of the merged Bozell and FCB networks in
November. Sources say Bestfoods had been intending for some time to
review its roster arrangements, and that the merger spurred the company
The fact that Bestfoods presented a clash with FCB’s Sara Lee business
had been one of the principal reasons that Delaney Lund opted out of the
Andrew Crawford, commercial director of Bestfoods, said: ’We are
grateful to everyone at Delaney Lund who has contributed to the success
of the business.’
BMP DDB won a head-to-head shoot-out for the pounds 6 million Hellmann’s
Mayonnaise account against Delaney Lund, but it is not thought that HHCL
went through a full pitch process to win the Ambrosia business.
Bestfoods already works with BMP on Marmite and Knorr. HHCL is the
roster agency for Pot Noodles.
Delaney Lund’s campaign for Ambrosia - featuring a man riding a cow and
the jingle ’ooh aar, it’s Ambrosia’ - has proved successful. Bestfoods’
decision to move the account is thought to have surprised the agencies
The agency’s most recent work for Hellmann’s was a campaign featuring Mr
and Mrs Flatt, based on the idea that, without Hellmann’s, food can
The Bestfoods pounds 16 million media planning and buying account stays
with BMP OMD.