Baxters has appointed the Union, the Edinburgh agency formed out of
a Faulds breakaway last year, to manage its pounds 2.5 million
The Union, a last-minute entrant on to the pitch-list, beat Bartle Bogle
Hegarty, Abbott Mead Vickers BBDO and fellow Scottish shop, the Leith
Agency, to the task.
It is thought Baxters did not consider the Union large enough to make
the original list. However, after an inconclusive first round of
pitches, management asked to see a second presentation from Abbott Mead
and allowed the Union the opportunity to put forward its ideas.
Ian McAteer, the managing director of the Union, gained experience in
the soup market when he worked on Campbell’s Soup for six years at
Saatchi & Saatchi in London. He said: ’Baxters is a strong brand known
for its quality and good ingredients, but it is still not thought of as
an accessible, everyday name. Our job is to make the brand work
Audrey Baxter, managing director of Baxters, said: ’The review
highlighted the need to make our product accessible to a wider group of
Baxter’s incumbent agency, the Bridge, declined to repitch, putting an
end to its ten-year relationship with the client. The review was called
in March, and is understood to be part of the company’s plans to
modernise its image. Last year, it introduced 35 new flavours, and has
recently run a press campaign to promote its range of jams.