FSA picks RKCR/Y&R for creative account

LONDON - Rainey Kelly Campbell Roalfe/Y&R has scooped the consolidated ad account for the Food Standards Agency, 11 months after VCCP was appointed to handle its £3 million saturated fats campaign.

PSA... appointed RKCR/Y&R
PSA... appointed RKCR/Y&R

VCCP will continue to work with the FSA until the middle of 2010. However, from then on RKCR/Y&R will work across the account to create healthier-eating campaigns.

RKCR/Y&R won the business following its pitch for the saturated fats account last year against VCCP, Miles Calcraft Briginshaw Duffy, and Farm. The agency's first assignment will be to handle an ad-funded project on UKTV to promote healthier eating.

RKCR/Y&R will also work on a salt campaign, to launch in October 2009, and some saturated fats activity for early 2010. It will then bring FSA's portfolio of diet-related campaigns under one umbrella.

James Brandon, the head of strategic communications at the FSA, said: "RKCR/Y&R demonstrated a real understanding of our business and we look forward to producing exciting creative work that gets the nation really thinking about what they're eating."