Freshbake appoints Cheetham Bell JWT to £4m brand drive

Freshbake Foods, the frozen food company that recently bought

itself out from its US parent, has picked Manchester's Cheetham Bell JWT

to build its market share.

It is investing £4 million into TV, press and radio advertising to

promote the Freshbake brand and a new microwaveable range of frozen

pastry products.

The agency appointment follows a pitch against BDH/TBWA and two Leeds

shops - CWG and Ward Longworth & Camponi.

It comes seven months after Freshbake, one of the largest suppliers of

savoury pastries and sausages to supermarkets, was bought out by its

management from Vlasic Foods International.

Now the company, with a £50 million turnover, is preparing an

18-month marketing plan to boost the 30 per cent share it enjoys in its

market sector where the major rivals include Birds Eye Walls and


Cheetham Bell's creative director, Andy Cheetham, said: "We see this as

a great opportunity to use our creativity to build a really strong


The ads, with media bought by MediaVest Manchester, will break next


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