Mitchell Patterson Aldred Mitchell has won a place on the Unilever agency roster for the Ãº2.5m account for Birds Eye Wall’s Healthy Options in the UK.
The account was previously held by Unilever’s roster agency Ogilvy & Mather.
The appointment of MPAM to Healthy Options marks a shift from Unilever’s use of large network agencies, including SP Lintas and McCann-Erickson. None of the roster agencies is thought to have pitched.
It is believed the decision to move outside the roster was sparked by a reorganisation of marketing budgets within Birds Eye and the appointment of Arnaud Thirion as marketing director for frozen foods.
The Healthy Options push begins with a wave of national radio commercials.