Team Saatchi wins food brief

The US organic food giant Hain Celestial Group has appointed Team Saatchi to relaunch the Linda McCartney Foods range in the UK.

The agency was awarded the account after a three-way shoot-out against Grey and Quiet Storm.

Team Saatchi will now work on an above-the-line ad campaign scheduled for late summer to emphasise the quality and flavour of the range. The push will be backed by an experiential campaign, called "Taste the Change Tour", as well as PR in the trade and consumer press.

James Gentle, the Linda McCartney Foods marketing manager, said: "The newly launched range marks a step-change for the brand, with the emphasis on taste and contemporary packaging design. Team Saatchi demonstrated similar forward thinking to take the brand to the next level, while remaining true to its original ethos."

Matthew Robinson, a director at Team Saatchi, added: "This is the first time in recent years Linda McCartney Foods has had a significant above-the-line spend behind it. We're working on a new brand positioning to get customers excited about the food."

In April, the company put £1 million into a relaunch of the brand that saw 11 new products added to the range.