John Ayling scoops account for Phileas Fogg breakaway

John Ayling & Associates has been appointed to handle the media buying and planning account for the new venture from Derwent Valley Foods founder Ray McGhee.

Trigon Snacks, which bought the Planters and Big D nut business from Walkers in April, is currently seeing pitches from four creative agencies. An appointment is expected next week.

Ayling is believed to have won the media business without a pitch.

The agency handled the buying and planning for Derwent Valley Foods’ Phileas Fogg brands until they were bought by United Biscuits and then centralised into Leo Burnett last year.

No media spend has yet been set for the Planters and Big D brands, but Ayling is expecting a multimillion pound spend when McGhee expands the brands into new areas.

The Phileas Fogg brands revolutionised the adult crisps and snack market and McGhee is known to be planning new varieties of nuts.

He hopes to double the operation’s current revenues to 20m.

“Ray has always believed in the power of advertising,” says John Ayling. “The success of Phileas Fogg has been based on creativity in products, media and advertising.”