TBWA beats off rivals to take Robertson’s preserves account

Rank Hovis McDougall has awarded its pounds 500,000 Robertson’s preserves account to TBWA GGT Simons Palmer following a pitch against Saatchi & Saatchi and the Advertising Brasserie earlier this month.

Rank Hovis McDougall has awarded its pounds 500,000 Robertson’s

preserves account to TBWA GGT Simons Palmer following a pitch against

Saatchi & Saatchi and the Advertising Brasserie earlier this month.



The review was triggered by RHM’s decision to streamline its roster of

agencies, dropping Grey from its Mr Kipling account.



The incumbent, Abbott Mead Vickers BBDO, subsequently announced that it

would not repitch for Robertson’s. The moves followed the RHM chairman

Paul Wilkinson’s scathing attack, in the pages of Campaign, on

internationally aligned agency groups that, he said, were becoming

inattentive to British brands.



TBWA, which already handles Robertson’s Sharwoods Indian cuisine

products, will take on the division’s three marmalade brands, Frank

Cooper, Keiller and Golden Shred. The agency will be charged with

boosting consumer perception of the Golden Shred group of marmalades

with a view to growing the brand’s 25 per cent share of the UK

market.



’TBWA demonstrated a clear understanding of the dynamics of the market

and has developed an exciting way forward for Golden Shred,’ Ginny Knox,

the brand’s director, said. The agency presented creative work for an

above-the-line campaign across TV, radio and posters.



’We want people to recognize Golden Shred as a British national

institution,’ Graham Deakin, a TBWA’s managing partner, said. ’Breakfast

is an important meal and we want the marmalade to take its place at the

heart of it.’



Ads are expected to break later this year. Media buying and planning

will remain with BBJ.