TBWA scoops McCain Foods £15m advertising business

LONDON - McCain Foods has awarded TBWA\London its £15m advertising account following a three-way pitch.

Last month, McCain cut the review down to three agencies, shortlisting Grey Worldwide London, Euro RSCG Wnek Gosper and TBWA.

The review was called following the closure of D'Arcy and initially also included Campbell Doyle Dye and Mustoes.

CCD dropped out of the review in March and resigned its place on the McCain roster after citing what it described as "unsuitable dynamics" between itself and the food company. Mustoes was dropped as the review went into its second round.

The business did not follow other D'Arcy accounts into Leo Burnett because of client conflict with the agency's flagship Heinz business.

McCain decided to hold off on an immediate pitch last year, while it used the branding agency Elephants Can't Jump to look at its brand and communications strategy.

McCain is best known for its range of frozen potato products, which include HomeFries, Oven Chips, Stringfellows, Southern Fries, Micro Chips, Mega Micro Chips, Home Roasts, Savoury Wedges, mashed potato Smiles and Hash Browns.

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