Ogilvy wins consolidated account for UK produce

UK farming industry body hires single agency for first time.

AHDB: wants to encourage purchase of British produce
AHDB: wants to encourage purchase of British produce

The Agriculture and Horticulture Development Board, the body overseeing the UK’s farming industry, has awarded its consolidated integrated account to Ogilvy. 

In hiring Ogilvy as its strategic and creative partner, the AHDB has brought together assignments for the food marketing boards for beef and lamb, pork, cereals and oilseeds, potatoes and dairy for the first time. The account represents 73% of the UK’s agricultural output.

Ogilvy’s brief is to change attitudes to and encourage people to fall in love with British produce through advertising and customer experience activity.

The review went through the Crown Commercial Service. The AHDB is funded through a statutory levy on farmers, growers and other elements of the food supply chain. 

In 2017, George & Dragon created an ad for AHDB pork that featured a man in a chicken suit being upset by a couple switching to pork for their regular Tuesday-night dinner. The independent agency won a pitch for the business in early 2016.

BMB has also handled a number of briefs to promote British meat, winning a previous AHDB pitch for pork in 2011 and work from English Beef and Lamb Executive in 2012.

MediaCom handles the AHDB’s media planning, while buying is through Manning Gottlieb OMD.