- Saatchi & Saatchi has strengthened its position on the RHM roster after picking up the £6 million advertising account for Mr Kipling.
The agency, which already handles RHM's Bisto brand, pitched against fellow RHM roster agencies D'Arcy and TBWA GGT Simons Palmer.
Grey was the incumbent on the Manor Bakeries cake brand, but was dropped from the roster last year when RHM announced a major review of its £15 million advertising account.
The review, which spanned all brands within the Manor Bakeries, Centura Foods and British Bakeries divisions, was called by chairman Paul Wilkinson one month after he launched a scathing attack on some agencies in a letter to Campaign. (Campaign, June 11)
In the letter, Wilkinson criticised agencies that focus on multinational clients at the expense of UK-only clients. It followed news of the global restructuring of D'Arcy, which handles Hovis' £5 million account.
Abbott Mead Vickers BBDO was also dropped from the roster as part of the review. Its £1 million Robertson's jam business was put up for review with Saatchis, Advertising Brasserie and TBWA pitching. A decision has not yet been announced.
Dave Droga, creative director at Saatchis, said: "This is a fantastic win. Like Bisto, Mr Kipling is a British icon with such integrity and history. There are so many possibilities creatively - the creative department is dying to get to work on it."
It remains unclear whether the famous gravelly voice and "exceedingly good cakes" line will be retained.
BBJ which handles all media planning and buying for the account is unaffected by the review.
Ian Ayling, Manor Bakeries marketing director said: "Saatchi & Saatchi came up with a powerful campaign whihc builds on Mr Kipling's fame and the affection with which he is held by the British public.
"We are confident that their work will strengthen the brand and support its position in the marketplace."
The original name, packaging and positioning of Mr Kipling was conceived by J Walter Thompson in 33 years ago