Leagas Delaney bags Twinnings task as tea brand plans ad push

Leagas Delaney has scooped the creative account for the Twinnigs Tea brand following a pitch against four undisclosed agencies. Incumbent PattersonÂGrimeÂMitchell announced last month that it is closing down.

The pitch, which was overseen by UK marketing manager Elizabeth Edwards, was called as part of a review of the brand’s advertising strategy and spend (MW November 6, 2003). It is understood that owner Associated British Foods (ABF) is planning to significantly increase advertising spending from the £450,000 that Twinings spent last year.

It is not known whether the campaign will focus on the overall brand or one of its four sub-brands – Iced Tea, Specialty Teas, Green Tea or Infusions. It is likely to include television and print work, which will break later this year. ABF is keen to raise awareness of its hot beverage brands, which also include Ovaltine and Options – both of which were acquired from Novartis in December 2002. UK marketing manager for Options Paul Simpson, has already reviewed its £2m account, handing it to the Leith Agency in October last year.

ABF is keen to expand its food and beverage portfolio and last December it bought specialist oriental food firm G Costa, which owns the Blue Dragon brand. The company is looking for further acquisitions.

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