NEWS: BMP retains pounds 5m Terry’s account

BMP DDB has held on to the pounds 5 million Terry’s Chocolate Orange account, beating off strong competition from Young and Rubicam at the final hurdle.

BMP DDB has held on to the pounds 5 million Terry’s Chocolate Orange

account, beating off strong competition from Young and Rubicam at the

final hurdle.



Bates Dorland and Ogilvy and Mather were knocked out earlier on in the

pitch process, which began in January.



Kraft Jacobs Suchard put the account up for review when it made the

decision to develop an ‘umbrella’ campaign to promote the whole

Chocolate Orange brand.



The brand has recently expanded through Siesta, a competitor to Kit Kat,

which launched in January with its own advertising campaign by BMP. The

work features the Siesta Sisters, who sing Spanish songs.



Ross Barr, the joint managing director of BMP, commented: ‘Terry’s

wanted a big new idea, and our work researched better for the long

term.’



BMP’s campaign idea was devised by John Webster, the executive creative

director, with Simon Learman and Brian Fraser, the creative team who

joined BMP from Ogilvy and Mather last year.



The news will come as a relief to BMP, whose place on the Kraft Jacobs

Suchard roster was thought to be under threat from the review. BMP also

handles the Terry’s All Gold account.



Y&R is also on the Kraft Jacobs Suchard roster with Toblerone, and

handles Terry’s Chocolate Orange across most of Europe.



UK spend on the Chocolate Orange brand is expected to increase from

pounds 2 million last year up to pounds 5 million this year.



The media account is unaffected by the review, and remains at Zenith

Media, where all Kraft General Foods brands are centralised.



BMP’s long-running campaign for Chocolate Orange will be scrapped in

favour of the new work, which will launch this Christmas. The old

campaign, ‘piglets’, showed a chocolate orange rolling around a room as

two people tried to catch it.



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