RHM Foods is believed to have handed its pounds 5 million Bisto
account to Saatchi & Saatchi after a pitch against Grey and DMB&B.
The move brings to an end Bisto’s nine-year relationship with Abbott
Mead Vickers BBDO, which declined to repitch for the business citing a
possible future client conflict. Media planning and buying, handled by
BBJ Media Services, RHM’s centralised media buyer, are unaffected.
AMV produced its most recent advertising for Bisto at the end of 1997,
with work that featured Julie Walters as a daytime TV cookery
RHM has tried to present a more modern image for the brand in recent
Two years ago, the company introduced a range of ready-to-pour gravies
in a bid to attract younger consumers.
Bisto has a market share of around 45 per cent but has struggled to
maintain its dominance over own-brand rivals. The brief for Saatchis
will be to persuade consumers to pay a premium for the brand.
Neither Saatchis nor RHM were available for comment at the time of going