Fred the flour-grader is being resurrected as the advertising icon for
Homepride flour after the recapture of the business by Mitchell
Patterson Aldred Mitchell.
The agency, which lost the account in a realignment a year ago, is being
briefed to relaunch the brand to younger consumers not born when Fred
became one of the most famous characters in British advertising in the
Andrew Mitchell, the agency’s managing partner, said: ‘It’s too early to
say what form Fred will take. But I can’t imagine that he won’t be part
of the campaign.’
Fred was brought back briefly, after a 12-year exile from Homepride
flour ads, during the agency’s 18-month tenure of the account. However,
he disappeared again when Spillers was bought by Dalgety and the
business moved into Grey, where it had only minimal ad support.
Now, the newly established Spillers Consumer Foods Division is expected
to put up to pounds 2 million behind Homepride flour and its Green’s
Cake Mix stablemate, which also returns to Mitchell Patterson.