Saatchi & Saatchi has won Manor Bakeries’ £6m Mr Kipling account after a three-way pitch.
The agency beat D’Arcy and TBWA GGT Simons Palmer to win the business. All three are roster agencies of Ranks Hovis MacDougall (RHM), which owns Manor Bakeries.
Manor Bakeries marketing director Ian Ayling says: “Saatchi came up with a powerful campaign which builds on Mr Kipling’s fame and the affection the UK public has for him.
“We are confident that the agency’s work will strengthen the brand and support its position.”
The company has no plans to review its media account, which remains with BBJ Media Services.
An RHM spokeswoman could not say whether future ad campaigns will include the strapline “Mr Kipling makes exceedingly good cakes”.
The Mr Kipling account was relinquished by Grey Advertising at the end of last year, after RHM bosses claimed potential client conflict.
Abbott Mead Vickers.BBDO was also axed from the RHM-owned Robertson’s account last year. No decision has yet been made about appointing an agency to Robertson’s.
Saatchi handles the £2.4m Bisto account, TBWA works on Sharwood’s, also worth about £2.4m, and D’Arcy holds the £5m Hovis account.