Publicis has been handed a place on the core NestlÃ© roster with the task of reviving its Carnation Coffee-mate and Sweetened Condensed Milk brands.
Neither brand has been advertised since 1994, when Leo Burnett handled the accounts. The move is also significant because it gives Publicis a place on NestlÃ©’s UK roster. Internationally, the food company is probably Publicis’ second biggest client.
At the same time, Publicis has also snatched the account for the relaunch of McVitie’s Jaffa Cake brand from Burnett. The win is being seen as a reward for Publicis’s work on Penguin and on United Biscuits’ leading snack brand Hula Hoops.
McVitie’s joint marketing director Gill McComas says: “Through its work on the Penguin brand, Publicis has demonstrated an ability to create memorable advertising which communicates to both adults and children.” She says McVitie’s Jaffa Cakes has a 42 per cent share of the sector and that marketing spend on the brand will be increased this year.
Burnett continues to handle all other McVitie’s biscuit brands, including Digestive, Homewheat and the low-fat brand Go Ahead!
McComas says: “This change will help balance the workload between the two agencies.”
Leo Burnett handles media buying for the whole UB group comprising McVitie’s biscuits, KP, McVitie’s Prepared Foods and Young’s.
UB is pushing for growth in its international biscuit operations with a number of disposals of under performing businesses. Last November it concluded a successful deal with arch-rival PepsiCo, which involved the sale of UB’s Australian snack business to the US giant and an asset swap in France. UB gained Biscuiterie Nantaise, which has a seven per cent share of the biscuit market there, including brand leader Le BN.
Last week Marketing Week revealed that the company had appointed ex-Procter & Gamble marketer Clare Flynn to the new post of group market development director.