Rank Hovis has boosted its business with Wrightson Dale by
appointing the agency to handle its pounds 1 million Granary bread brand
almost four years after the agency unsuccessfully pitched for the
The account - reassigned without a formal contest - moves out of Cogent
in a prelude to a new magazine and national press campaign breaking next
month. Media buying continues to be handled by BBJ Media Services.
The appointment marks a growing relationship between Rank Hovis and the
four-year-old Wrightson Dale, which was last year given the task of
bringing back the Nimble girl to TV after an absence of 16 years.
The agency’s brief is to promote Granary flour - which Rank Hovis
manufactures and sells under licence to other bakeries - to upmarket,
health-conscious consumers aged over 35 years old.
John Haworth, the Rank Hovis sales and marketing director, said:
’Occasional Granary buyers are light and selective TV viewers, who are
also very heavy readers of newspapers and magazines. Hence, press is
felt to be the most appropriate medium.’
Barry Wrightson, the agency’s creative partner, and the writer, Michelle
Teboul, have devised the campaign, which has the theme ’bread with more
body’ and presents Granary as an ideal accompaniment to a range of