HHCL Brasserie, the broadcast-only project agency, has landed the pounds
1.5 million television campaign for the stuffing brand, Paxo. The
commercials are scheduled to break this autumn.
The Bisto Foods brand has been without an agency since the company
pulled the business out of WCRS last year (Campaign, 29 September 1995).
The decision followed the departure of the managing director, Amanda
Walsh, who had worked on the business for many years.
Nick Allen, who at the time was the marketing controller for Paxo,
quickly shortlisted a number of agencies to pitch for the business.
However, Allen quit from Bisto mid-way through the review process and
the pitch had to be postponed.
In January this year, Allen’s job was filled by Ian Ayling, the former
Lyon’s Cakes marketing manager. Ayling is understood to have decided
that the traditional agency route was no longer appropriate for the Paxo
brand. He appointed the HHCL Brasserie without a pitch. Media, which is
with BBJ Media Services, is unaffected.
Paxo’s last big campaign, created by WCRS three years ago, starred the
former page-three model, Linda Lusardi. In the ad, a young man sits down
to a family Sunday lunch when he is phoned by Lusardi, who invites him
over for a hot bath and a glass of bubbly. The man declines - but only
after checking that Paxo is on the menu.
Mischa Alexander, the HHCL Brasserie managing partner, said: ‘Paxo is a
brand with a terrific advertising heritage. Everyone has a packet of
Paxo in their cupboard. But at the moment people only tend to think of
it when it comes to turkeys at Christmas.’