Allied Bakeries is understood to have consolidated all of its advertising into GGK after dropping Lansdown Conquest as its agency for Kingsmill bread.
The Kingsmill account is thought to have reverted to GGK. The agency lost the account to Lansdown two years ago when the “butler” advertisements – featuring a butler delivering the bread to a family – were dropped.
Allied spent £2.25m on Kingsmill advertising last year. It is understood that Allied could increase this over the coming year to about £4m.
The move would give GGK all Allied’s creative work. Early this year, it won the account for Allinson, beating Publicis and Kevin Morley Marketing to the £2m account. The agency is also working on a test bread brand called Banyard – to be trialled in Anglia.
Neither Allied Bakeries nor GGK would comment on the possible move, which coincides with the arrival of new marketing director Paul Ashworth at Allied Bakeries in January. He was previously managing director of Booker Convenience Food (MW January 6)