Farm beats MCBD in shoot-out to land food-safety brief

The Food Standards Agency has handed its food-safety creative account to Farm, following a final shoot-out against Miles Calcraft Briginshaw Duffy.

The original shortlist also included Mother, but the agency's work was not picked to go into research. The pitch was handled by COI.

Farm will be briefed with creating a campaign to warn consumers about the dangers of improper food hygiene, in a bid to cut down cases of food poisoning and foodborne diseases.

The commercials will be based on the FSA's "4 Cs" strategy, which it launched in 2006. These are: keeping hands and surfaces clean; cooking food properly; chilling food properly and avoiding cross-contamination.

The work will break in time for Christmas, and will include instructions on the proper method of defrosting a turkey.

The brief does not include the FSA's food-labelling and salt-reduction account, which is handled by Grey. The agency picked up the business following its United merger.

In August, the FSA kicked-off a review of its £2 million direct marketing account. It is aiming to appoint three agencies to the business.