Doner Cardwell and BLM secure Oriental Express drive

RVP Foods has appointed Doner Cardwell Hawkins and Booth Lockett Makin to rejuvenate its frozen Chinese meals brand, Oriental Express, and launch three products in the range.

RVP Foods has appointed Doner Cardwell Hawkins and Booth Lockett

Makin to rejuvenate its frozen Chinese meals brand, Oriental Express,

and launch three products in the range.



The brief, which RVP is backing with a pounds 2.5 million budget,

includes advertising for the existing stir-fry mixes, but is expected to

concentrate on introducing the new products and building the Oriental

Express brand itself. Doner Cardwell is in the process of creating a TV

campaign for next year to launch the new products, which include

microwaveable noodles, stir-fry dishes and spring rolls.



Doner Cardwell and BLM pitched together against full-service teams from

Roose & Partners, the Union and Ingenia for the business, which was

resigned by Leo Burnett in August.



Burnetts had held the account since RVP Foods performed a management

buyout in 1996 from its parent company, Ross Foods, which remains under

the ownership of United Biscuits.



Oriental Express hasn’t advertised since 1997 when it launched a

campaign positioning the stir-fry brand as ’Food you just have to

cook.’



It is the biggest Chinese food brand in the UK, accounting for half the

frozen oriental food market.



Paul Cardwell, the creative director of Doner Cardwell, said: ’It is a

perfect piece of business: an entrepreneurial group of clients, a range

of great products and a genuine role for TV advertising.’



Sandy Sewell, the marketing director of RVP Foods, said: ’The agencies

demonstrated a commitment and desire to understand our business and

interpret our brief. They weren’t afraid to be challenging and radical.’



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