Mother, the agency set up by ex-GGT creative director Robert Saville, is set to win the Van Den Bergh Foods Batchelors Pasta n’ Sauce account from Ammirati Puris Lintas.
Mother and APL were asked by Unilever-owned Van Den Bergh Foods to pitch for the 1.3m account. It is understood that their work was put into research before Mother’s ideas were selected.
The win follows the pattern set when Mother took the 4m Batchelors Super Noodles account from APL in June 1997. Its first campaign for Super Noodles last November targeted adults for the first time. The TV campaign included an execution showing two men ‘racing’ two noodles down a window.
Unilever roster agency APL will continue to work on the the Batchelors Cup A Soup business. It already handles Flora and Peperami.