Pillsbury UK managing director Martin Jamieson is to become president of Pillsbury Canada, only two months after launching a European repositioning drive for premium ice-cream brand HÃÂ¤agen-Dazs.
Jamieson was responsible for ditching the famous sexy “Dedicated to pleasure” campaign, through Bartle Bogle Hegarty, and appointing EURO RSCG Wnek Gosper to change the direction of the advertising and broaden the appeal of the brand.
The new 21m pan-European campaign, called “100% Perfection” ran in nine countries in April. Sexiness is replaced with gentle ironic humour to suggest that life cannot meet expectations in the way that HÃÂ¤agen-Dazs can. The TV ad shows a young couple enjoying a meal together – until the penny-pinching man uses his calculator to split the bill.
Jamieson joined Pillsbury UK, which also owns the Old El Paso, Green Giant and Jus-Rol brands, as commercial director three years ago and was promoted to managing director in September 1996. He was responsible for all UK brands and HÃÂ¤agen-Dazs across Europe. Pillsbury is looking for a replacement.
Jamieson was unavailable for comment on his move but Chris Killingstad, the regional vice-president and managing director for Europe, says: “This is good for Pillsbury, consistent with Martin’s career aspirations and our core value of developing and promoting talented people.”
Jamieson will run the Toronto food business and report to Pillsbury’s worldwide headquarters in Minneapolis from August 10.