Golden Wonder is reviewing its advertising and is poised to hand its entire account to J Walter Thompson. Golden Wonder spent &£1m on advertising last year but has ear-marked &£25m for marketing in 2003.
Golden Wonder’s Nik Naks and Wheat Crunchies businesses were handled by Bartle Bogle Hegarty, while Quiet Storm held the Golden Wonder crisp brand.
Brand consultancy Sandom Group is also understood to be have picked up some work.
Golden Wonder marketing director Kirsty Taylor says: “We are talking to a number of agencies about above-the-line support for selected Golden Wonder brands this year.
“We hope to be in a position to confirm details of at least one agency appointment within a matter of weeks.”
She also quashed speculation that the company was planning to appoint a sportsman in an attempt to emulate the success of Gary Lineker and Walkers Snacks.
Taylor says: “The celebrity’s role will be limited to trade and corporate affairs, including business develop-ment and customer networking and hospitality.
“The sports celebrity will not be the public face of the company, or any of its brands and is unlikely to be involved in consumer marketing.”
Last year the company was sold by private equity company Bridgepoint Capital to Longulf. At the same time, its Wotsits brand was bought by arch-rival Walkers Snack Foods.
Golden Wonder has undergone a number of personnel changes over the past year, with both its chief executive Paul Monk and marketing director Paul Boothman leaving the company (MW August 15, 2002).