TBWA Simons snatches Sharwood’s from Walsh Trott

TBWA Simons Palmer has beaten Bartle Bogle Hegarty, Leagas Delaney and Summerfield Wilmot Keene to the pounds 2 million Sharwood’s business.

TBWA Simons Palmer has beaten Bartle Bogle Hegarty, Leagas Delaney

and Summerfield Wilmot Keene to the pounds 2 million Sharwood’s

business.



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

Services.



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.



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