The agency will now work on a brief for Mini Rolls and Cake Bars. The appointment strengthens McCann's position on the Manor Bakeries business. Last September, it won the £3 million Mr Kipling account. The agency also works on the Bisto, Sharwoods and Robertson's Premier Foods brands.
The handing of the business to McCann continues a process of consolidation by Manor Bakeries' new parent, Premier Foods. Premier took control of Manor Bakeries' previous parent, RHM, in a £1.2 billion deal last December.
Previously, Cadbury Cakes was handled by DDB London as part of its Manor Bakeries business, although the account has remained dormant for some time. DDB London still handles advertising for Premier Foods' Hovis brand.
The Manor Bakeries marketing director, Jill Casebury, said: "We're very pleased to be able to consolidate our cake business further into McCann. It's a reflection of the strong relationship we've developed and the positive contribution it has made on the Mr Kipling account."
McCann won the Mr Kipling business in a review that pitted the agency against DDB London. WCRS, the incumbent on the account, declined to pitch.