Rank Hovis McDougall has awarded its £500,000 Robertson's preserves account to TBWA GGT Simons Palmer following a pitch against Saatchi & Saatchi and the Advertising Brasserie earlier this month.
The review was triggered by RHM's decision to streamline its roster of agencies, dropping Grey from its Mr. Kipling account. Incumbent Abbott Mead Vickers BBDO subsequently announced that it would not repitch for Robertson's. The moves followed RHM Chairman Paul Wilkinson's scathing attack, in the pages of Campaign, on internationally-aligned agency groups that he said were becoming inattentive to British brands.
TBWA, which already handles Robertson's Sharwoods Indian cuisine products, will take on the division's three marmalade brands, Frank Cooper, Keiller and Golden Shred. The agency will be charged with boosting consumer perception of the Golden Shred group of marmalades with a view to growing the brand's 25 per cent share of the UK market and staving off competition from the increasing number of cut price alternatives .
"TBWA demonstrated a clear understanding of the future dynamics of the market and have developed an exciting and incisive way forward for Golden Shred," said Brands Director Ginny Knox. The agency presented creative work for an above-the-line campaign across TV radio and posters. "We want people to recognise Golden Shred as a British national institution," said TBWA Managing Partner Graham Deakin. "Breakfast is a very important meal and we want the marmalade to takes its rightful place at the heart of it." Ads are expected to break later this year, with media buying and planning continuing in the hands of BBJ Media Services.