Alcan Consumer Products, maker of Bacofoil, is reviewing its account for the first time in six years.
The company has shortlisted Leagas Delaney, First City BBDO, Ware Anthony Rust and incumbent Willox Holmes & Law to pitch for its 1.2m account. A decision is expected before Christmas.
Bacofoil product manager Caroline Spencer says: “We have been with the same agency for a number of years and we thought it was time to review the situation to make sure we are getting the best possible deal.”
The winning agency will develop a TV, press and possibly a poster campaign for the brand, focusing on its strength.
Bacofoil is the market leader in the branded household foil sector and enjoys its biggest sales at Christmas, when more than 10 million rolls are bought.
However, it is facing increasing competition from own-label products. Three years ago, the brand was in decline but Alcan claims that trend has been reversed.