Unilever has strengthened its relationship with HHCL & Partners by awarding its pounds 3 million Birds Eye potato ad account to the agency.
The account was previously handled by Lowe Lintas, and was handed to HHCL without a pitch. Media planning and buying will remain with Initiative Media.
The Birds Eye potato portfolio includes the flagship brands Potato Waffles, Alphabites and Fritters. The agency is expected to produce a multi-media campaign comprising television, posters and radio in the New Year.
HHCL began working for Unilever's frozen food division on a consultancy basis six months before being appointed to the Ready Meals business in 1998. The Ready Meal remit comprises all-in-one meals such as chicken curry and spaghetti bolognaise.
The agency has produced highly regarded work for Ready Meals including an execution featuring a teenage boy confessing to his schoolfriend: 'I fancy your mum.'
On the back of that success, the agency was awarded the pounds 1 million Ciabazza business, as Birds Eye moved to enter the crowded pizza market.
HHCL has also won a range of top-secret new product development projects from the company. The projects are not expected to come to light until 2002.
Nick Howarth, the client services director at HHCL, said: 'It's great to get the opportunity to extend our relationship with Birds Eye. It's a brand everybody loves and it deserves great advertising.'