Grand Metropolitan is lining up agencies in preparation for another stab
at establishing its hugely successful US brand, Pillsbury, in Britain.
At least three shops are known to have been approached about the launch
of a new range of toasted snacks for children under the Pillsbury name.
The search is thought to be in line with GrandMet’s plans to put some
significant muscle behind Pillsbury - whose ‘doughboy’ cartoon character
is one of the most enduring figures in US advertising - as part of a
global branding strategy.
Leo Burnett, which handles Pillsbury’s Jus-Rol pastry products, is not
involved in the pitch because of client conflict. Its Kellogg’s brand
portfolio includes Pop Tarts which would compete directly against the
At the same time, McCann-Erickson is understood to have declined the
chance to pitch because of a clash with its Nestle Crosse and Blackwell
Meanwhile, Pillsbury executives are thought to be in discussions with
Ogilvy and Mather, which has no other GrandMet assignments.
The size of the launch budget for the new products is not known but is
thought to be comparable with Kellogg’s support for Pop Tarts, which has
varied from pounds 2 million to pounds 3.5 million from 1992 to 1994.
The brief is to launch a range of pastry snacks with advertising
directed mainly at mothers as food for children.
The snacks will come in four flavours - cheese and onion, cheese and
bacon, chicken tikka and pizza.
GrandMet chiefs believe Pillsbury’s strong US heritage will help in its
push to attain global brand status alongside Haagen-Dazs, Jolly Green
Giant and Old El Paso, which are all part of the Pillsbury division.
The brand made its UK debut in the 70s as a range of chilled dough
products before GrandMet bought the business for pounds 3.6 billion in