Sara Lee Bakery to raise brand profile with Banks Hoggins

Sara Lee Bakery has chosen Banks Hoggins O’Shea to help reposition its dessert range as the UK’s leading frozen dessert brand.

Sara Lee Bakery has chosen Banks Hoggins O’Shea to help reposition

its dessert range as the UK’s leading frozen dessert brand.



Banks Hoggins beat Mitchell Patterson Grime Mitchell and Mustoe Merriman

Herring Levy to the business, which is expected to be worth around

pounds 1.5 million. Media buying is unaffected by the review and remains

with Zenith Media.



Sara Lee is well-known for such products as its apple Danish, lemon

meringue pie and the UK’s best-selling cake brand, the Sara Lee double

chocolate gateau.



But the rise of own-label lines, as well as competition from Mr Kipling

and McVitie’s, has persuaded the US-owned company to invest in a

concerted advertising push to raise the brand’s profile. The account was

handled on a project basis by Walsh Trott Chick Smith and before that by

WCRS.



’The brief was to regain the modernity and premium-value status of the

brand,’ Sven Olsen, Banks Hoggins’ new-business director, said. He added

that Sara Lee was ’a wonderful addition’ to the fmcg client range at the

agency, which won a place on the Weetabix roster last year and also

handles Leaf UK, the sweets manufacturer.



The win will also reunite Sara Lee with Susie Galbraith, the former WCRS

board account director who joined the agency last year.