Bestfoods has called a review of its pounds 6 million Hellmann’s
Mayonnaise account, held by Delaney Lund Knox Warren.
It is believed that the company is only involving two of its roster
shops in the pitch: Delaney Lund and BMP DDB. HHCL & Partners, which
handles the company’s Pot Noodle range, was not invited to pitch for the
The repitch comes at a crucial time for Delaney Lund, which bought
itself out of the merged Bozell and FCB networks. It is thought that the
changes at Delaney Lund sparked the review.
Another key Delaney Lund client, Typhoo, is also reviewing its
multi-million-pound account, as is the Teacher Training Agency.
Delaney Lund’s most recent work for Hellmann’s was a pounds 2 million
campaign to support its ’Squeezable’ brand, which was launched in July.
It featured Mr and Mrs Flatt - animated characters - and presented the
idea that without Hellmann’s, food can taste uninteresting.
The media account is centralised with BMP OMD and is not affected by the