McCain Foods, the market leading producer of frozen chips and pizzas, has appointed DMB&B to its 10 million pound centralised consumer advertising account.
DMB&B picks up the business after a four-way fight where it saw off Saatchi & Saatchi, Young & Rubicam and Poulters, which was the incumbent on the main frozen chip account. Bartle Bogle Hegarty, which declined to repitch, worked on the smaller frozen pizza part of the business.
The decision to award the business to DMB&B ends Poulters' eight year hold on the account and makes DMB&B responsible for all McCain's retail business, including the newly launched McCain Home Fries.
Barry Cook managing director of DMB&B, said: "McCain is a fabulous company and a famous name. We are delighted to have won this prestigious account. We relish the task of helping it into a truly famous brand and to add real commercial value in the long term.
The pitch was not all bad news for Poulter. The review did not affect the company's media planning and buying business, which continues to be handled by Media Vantage - the Poulter media dependant.