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.
