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
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