Malcolm Moore Deakin Blayze has been appointed by British Bakeries, a division of RHM, to handle its Mother's Pride, Granary and Nimble creative accounts.
The move follows a three-way pitch against the roster agencies, Parker Hunt and Wrightson Dale.
The review was instigated by Paula Moss, the brands director at British Bakeries, as part of an overhaul of all British Bakeries' advertising requirements that kicked off last month (Campaign, 8 September).
Final budgets for the three brands have yet to be finalised. However, the media spend is expected to rise significantly from the pounds 1.2 million allocated to the brands last year.
Simon Foster, the marketing manager at British Bakeries, said: 'The strategic approach and the creative ideas presented by the agency surprised and delighted us. We plan to take a very different approach in what has historically been a very conservative market.'
Graham Deakin, the managing partner at Malcolm Moore Deakin Blayze, said: 'This is an extremely important win for the agency so early on. All three brands are household names. Our remit is very clear - to put them back where they belong at the top of the shopping list.
'FMCG advertising is getting a lot more creative. It is high time that bread advertising joined this trend.'
A decision has yet to be made about the fate of RHM's pounds 5 million Hovis account. The incumbent, D'Arcy, which has held the account since 1994, did not pitch. Saatchi & Saatchi, TBWA/London and Fallon will pitch for the account next month.