Bisto reviews out of Saatchi

Centura Foods is reviewing its £2m Bisto advertising business held by Saatchi & Saatchi as part of a wide-ranging review of its brands.

This week it emerged that the company is running a series of pitches across its creative disciplines, including advertising and design.

Centura marketers plan to visit eight advertising agencies, with a view to choosing four to pitch for the Bisto account. Saatchi, which has held the business since 1999, has been invited to repitch. The company intends to make an appointment in May and the pitch is being handled by Agency Insight.

Bisto has struggled to find a campaign matching the popularity of the iconic Bisto Kids, which were axed in the mid-Nineties. The Ahh Bisto strapline was reintroduced by Saatchi when it won the business. A recent television ad campaign featured Liz Smith, the grandmother from TV show The Royle Family, pretending to be pregnant to get the gravy from her husband.

TBWA/London, which handles the Sharwood’s Food Range, is understood to have been reappointed to handle the Indian food brand which relaunched last year with new packaging, jar design and advertising.

The reviews are being overseen by Sue Knight who was appointed to the position of brands director earlier this month after former post holder Ginny Knox became the company’s managing director (MW March 6).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here