Sara Lee Bakery has appointed Banks Hoggins O’Shea to handle advertising for its entire dessert portfolio, with an estimated spend of 2m.
Banks Hoggins O’Shea fought off competition from Mitchell Patterson Aldred Mitchell and Mustoe Merriman Herring Levy in a three- way creative pitch.
Sara Lee reviewed the account out of Walsh Trott Chick Smith in June (MW June 19).
Marketing director Rooney Anand, who moved from McVitie’s a year ago with a brief to overhaul the marketing operation, says Banks Hoggins O’Shea will manage Sara Lee Bakery’s branded consumer advertising development.
“We were particularly impressed by the agency’s creativity and strategic insight in helping us to reposition Sara Lee as the leader in indulgence within its competitive set,” adds Anand.
It is understood that TV and press advertising is on the cards.
Sara Lee Bakery recently added two “adults-only” liqueur gateaux to its range of family cakes and gateaux (MW September 25).
Product lines include lemon meringue pie, apple danish, Loony Tunes cartoon cakes, and the UK’s best selling cake brand – the Double Chocolate Gateaux.