Duckworth Finn Grubb Waters has won a three-way pitch to earn a place on the Mars roster and handle a new top-secret food launch for Pedigree Masterfoods.
The agency pitched against Fallon McElligott and DMB&B to win the account, thought to be worth about 10m.
DMB&B handles all other food brands for Pedigree Masterfoods, including Uncle Ben’s rice range, Uncle Ben’s sauce and dip range, Dolmio pasta and sauces, the Yeoman instant mashed potato range and the Tyne brand.
A spokesman for Pedigree Masterfoods says: “We are always looking at innovative ideas. It’s a food project driven within the UK for the UK food market.”
He would not be drawn on the type of food product, which has yet to be tested in the UK market, or the time-scale for the launch.
Prior to the pitch, Mars had four UK roster shops: DMB&B; Grey Advertising; Abbott Mead Vickers. BBDO; and M&C Saatchi.
The move outside the roster line-up follows similar events in the US, where Mars has looked to other agencies to run smaller brands where a creative solution is needed.
Media arrangements will remain unchanged.