HHCL & Partners has won the task of relaunching Birds Eye Wall’s
frozen ready meals, snatching the business from Ammirati Puris Lintas
without a pitch.
Birds Eye has been hunting for a new agency to handle the business -
which has been dormant for the past three years - since October.
Birds Eye is credited with creating the frozen ready-meals product
category in 1982 with the launch of Menu Masters. However, in recent
years it has been trounced by own-label ranges from supermarkets such as
Marks & Spencer and Tesco.
Chris Pomfret, business director for frozen foods at Birds Eye, said:
’The strategic work undertaken by HHCL was high quality and gave us
insights into how we may go forward.
This move is no criticism of our aligned agencies but reflects the
desire to have a new approach to this difficult market sector.’
Rupert Howell, HHCL’s chief executive, said: ’Naturally, we’re delighted
to be working on such a major brand.’
William Eccleshare, APL’s chief executive, said: ’We have a really
strong relationship with Birds Eye Wall’s. Unilever has always used
local agencies for specific projects and this is part of a long-running