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
’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.