MCBD grabs Hovis task from McCann

Miles Calcraft Briginshaw Duffy is poised to snatch the Hovis account from McCann Erickson following a pitch between the Premier Foods roster agencies.

The company is planning to spend £15 million on relaunching the Hovis brand. This will include bringing back the small unsliced Hovis loaf, which was dropped 30 years ago, to tap into the appetite for nostalgia brands.

Premier Foods appointed MCBD and McCann Erickson to its £26 million advertising roster after it bought RHM in 2007.

After a five-month review, Premier Foods divided its brands between the two agencies in January.

This saw MCBD take Loyd Grossman, Ambrosia and Batchelors. McCann Erickson, the incumbent on Sharwoods, Bisto, Mr Kipling and Cadbury Cakes, added Quorn and Hovis to its clients.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus