TBWA Simons Palmer has beaten Bartle Bogle Hegarty, Leagas Delaney
and Summerfield Wilmot Keene to the pounds 2 million Sharwood’s
The account move marks the end of a 14-year relationship between
Sharwood’s and Amanda Walsh, the managing partner of the incumbent
agency, Walsh Trott Chick Smith. Walsh first worked on the Sharwood’s
account at WCRS in 1982.
Charlotte Smith, the account director on Sharwood’s at TBWA Simons
Palmer, said: ’We are taking a completely different approach, which is
exactly what Sharwood’s deserves and warrants as the brand leader.’
For many years, Sharwood’s advertising spend has been focused
exclusively around a new TV campaign every autumn. ’We will use a
variety of media and give Sharwood’s a bigger presence without spending
more,’ Smith added.
Media planning and buying for the brand will remain with BBJ Media
Sharwood’s makes ethnic foods, producing a range of products that
includes popadoms, cooking sauces, chutneys and pickles.
Its most recent campaign, through Walsh Trott, broke last November with
the endline: ’It’s half the world. It’s Sharwood’s.’ The campaign aimed
to position the spice products as user-friendly to make them stand out
in an increasingly crowded and competitive market.
In August 1995, Sharwood’s followed Walsh to CCST, which was later
renamed Walsh Trott Chick Smith.
Its sister RHM brand, Paxo, did not follow Walsh as expected, but moved
to the HHCL Brasserie in May this year.