Delaney Lund forfeits pounds 8m Bestfoods tasks

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.

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

into action.



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

merger.



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

involved.



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

taste uninteresting.



The Bestfoods pounds 16 million media planning and buying account stays

with BMP OMD.



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