NEWS: KP hands FA Premier business to Publicis

Publicis has been chosen to handle the creative work for KP’s newly launched, mainstream crisp brand, FA Premier League Crisps, which it hopes will challenge Walkers’ domination of the market.

Publicis has been chosen to handle the creative work for KP’s newly

launched, mainstream crisp brand, FA Premier League Crisps, which it

hopes will challenge Walkers’ domination of the market.



The agency is also understood to have beaten Ogilvy and Mather, Argos’s

agency of record, to the business of launching a string of self-

service electrical discount stores planned by the catalogue retailer,

First Stop.



KP’s FA Premier League Crisps aim to draw on the passions of Britain’s

16 million armchair soccer fans in an attempt to dent Walkers’ 46 per

cent by volume share of the crisps market.



Publicis was awarded the creative work after a pitch against KP’s other

main roster agency, GGT, and MDL, which handles its below-the-line work.

Media buying will be handled by Leo Burnett.



No budgets are being disclosed for the TV, press and poster launch in

January, although industry sources say it will be more than pounds 2

million.



The ads will be the first work by Gerry Moira since he rejoined Publicis

as executive creative director in August.



Moira said: ‘Our job is to take the brand out of the boot room and on to

the terraces.’



The launch is the first time in eight years that KP has put significant

advertising support behind a mainstream crisp product. Instead, it has

concentrated on Hula Hoops and premium brands such as Brannigans and

McCoys.



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