McCain Foods has dropped Poulter after eight years to consolidate its 10m creative account for frozen chips and pizzas into DMB&B.
DMB&B pitched against Leeds-based agency Poulter – which was the incumbent on all the chip brands – Young & Rubicam, and Saatchi & Saatchi for the combined account.
Poulter ran the entire McCain account until 1995 when it lost a pizza project to the HHCL Brasserie, now known as the Advertising Brasserie.
Bartle Bogle Hegarty was then awarded the 3m frozen pizza account in June 1996, but chose not to repitch for the combined business.
A McCain spokesman says: “We felt that it would be better all round, in terms of creativity and convenience, to consolidate the account into one consultancy.”
He says there are no current plans to review media planning and buying out of Poulter’s media arm, Media Vantage.
DMB&B will handle all McCain brands including Oven Chips, Southern Fries, Microchips and the newly-launched Home Fries.
Total media spend will be increased from 8m to 10m to take account of the cost of large-scale national poster campaigns.
McCain claims Home Fries have already taken an 11 per cent share of the oven chip market.
Poulter created the television and poster campaign for the product launch.