- Tate & Lyle, the sugar manufacturer whose account has been dormant since its split with WCRS two years ago, has appointed the Charles Walls group in Leeds to lead its return to advertising.
CWG will be responsible for all creative activities across the Tate & Lyle brands including new product launches.
The appointment marks the first significant advertising initiative by the company since a WCRS-produced TV campaign introduced in 1995 and fronted by the celebrity chef Gary Rhodes with the line "Smile, it's Tate & Lyle".
Rhodes' presence was intended to persuade consumers to pay a premium price for Tate & Lyle, made from sugar cane imported from the West Indies, rather than Associated British Foods' Silver Spoon, which is refined from sugar beet.
Since then, the company's ad budget dwindled as it hit trading problems caused by operating in a commodity market and its relationship with the London agency was wound down.
CWG was appointed to handle the account without a formal pitch after a period spent on new product development work.
Richard Marson, CWG's account manager on the business, said: "There have been no new products under the Tate & Lyle name for some time but this will be a big year in terms of innovation for the company."
Rhodes continues to be used by Tate & Lyle for promotional purposes but Marson said it was undecided whether he would feature in future advertising.
The Manchester office of MediaVest will handle media buying although the timing of the first advertising is dependent on distribution deals being concluded.