McCain in £15m D’Arcy review

McCain is to review its £15m advertising account after the demise of incumbent D’Arcy. The company has opted not to move to Leo Burnett, citing client conflict for the decision.

The McCain account’s future has been subject to speculation since Publicis Groupe announced it was dissolving the D’Arcy network (MW October 17). The frozen food company this week confirmed that it will not be transferring its advertising to Burnett, which has taken on some of D’Arcy’s work, including the COI Communications roster. It is understood that Burnett’s Heinz account creates a conflict of interest with McCain.

McCain marketing director Julie Leivers says: “Rather than going to pitch immediately, we are taking the opportunity to reassess our brand communications strategy with the help of brand building agency Elephants Can’t Jump.

“No further decisions on our advertising will be made until February/March next year,” she adds.

Campbell Doyle Dye, which handled the £4m launch advertising for frozen potato “crisp” Vibes, is being tipped by advertising insiders to pick up the rest of the business.

McCain has launched several products over the past 18 months. In September it introduced a microwaveable “toastie” and last year it launched Rostis – a frozen potato product.