Saatchi & Saatchi has strengthened its position on the RHM Foods
roster after picking up the pounds 6 million advertising account for Mr
The agency, which already handles RHM’s Bisto brand, pitched against
fellow RHM roster agencies D’Arcy and TBWA GGT Simons Palmer.
Grey was the incumbent on the Manor Bakeries cake brand but was dropped
from the roster last year when RHM announced a major review of its
pounds 15 million advertising account.
The review, which spanned all brands within the Manor Bakeries, Centura
Foods and British Bakeries divisions, was called by the chairman, Paul
Wilkinson, one month after he launched a scathing attack on some
agencies in a letter to Campaign (11 June).
In the letter Wilkinson criticised agencies that focus on multinational
clients at the expense of UK-only clients. This was after D’Arcy - which
handles Hovis’ pounds 5 million account - had restructured globally.
Another agency dropped from the roster in the review was Abbott Mead
Vickers BBDO. Its pounds 1 million Robertson’s jam business was put up
for review, with Saatchis, Advertising Brasserie and TBWA pitching. A
decision has not yet been announced.
Dave Droga, the creative director at Saatchis, said: ’Mr Kipling is a
British icon with such integrity and history. There are so many
possibilities creatively - the creative department is dying to get to
work on it.’
It is unclear whether the famous gravelly voiceover and the ’Mr Kipling
makes exceedingly good cakes’ line will be retained.
BBJ, which handles all media planning and buying for the account, is
unaffected by the review.
Ian Ayling, Manor Bakeries’ marketing director, said: ’Saatchis came up
with a powerful campaign that builds on Mr Kipling’s fame and the
affection with which he is held by the public.
’We are confident that its work will strengthen the brand and support
its position in the market.’