Unilever subsidiary Birds Eye Wall's has handed its global Magnum
ice-cream account, estimated to be worth pounds 30 million, to
McCann-Erickson in a review out of Lowe Lintas.
Birds Eye spent pounds 6 million on Magnum in the UK in 2000 - it has
been designated as one of Unilever's key 'master brands'. McCann already
works on other Birds Eye ice-cream accounts such as Wall's Viennetta and
Unilever last rejigged the worldwide creative agency arrangements for
its ice-cream brands in February 2000.
Birds Eye Wall's handed Lowe its Solero and Calippo brands, which were
previously handled by Ogilvy & Mather and McCann respectively, while
McCann picked up the Carte D'Or tub ice-cream brand from Lowe
McCann's first work for Carte D'Or broke earlier this month and is a
continuation of the campaign idea created by Lowe.
In 1999, Niall Fitzgerald, the chairman of Unilever, announced that the
company was to axe up to 75 per cent of its 1,600 consumer brands,
leaving 400 master brands to receive the bulk of the company's marketing
Unilever has streamlined its agency arrangements around a core of master
brands. Local 'jewel' brands have been retained where the company feels
it is appropriate.
As a master brand, Magnum had its spend tripled in 2000. Ice-cream is
one of the seven global product categories that Unilever earmarked for
growth. In 2000, it accounted for 11 per cent of Unilever's pounds 34
billion turnover and Magnum, Solero and Cornetto are sold in 85
The first wave of change at Unilever came early in 2000, when Van den
Bergh Foods called a pan-European pitch for its culinary products.
A pounds 200 million Van den Bergh and Bestfoods agency roster review in
February 2001 saw BBDO being moved off the list and Ogilvy & Mather
failing to pick up new tasks. Lowe Lintas picked up the entire dressings
business that includes Hellmann's mayonnaise. JWT and DDB split the