J Walter Thompson has won the &£6m advertising account for Allied Bakeries after a two-way pitch against incumbent Publicis. JWT will take over the account, which includes the Kingsmill, Allinson and Sunblest brands, immediately.
Allied Bakeries spoke to agencies after it called the review in October last year.
It had shortlisted Clemmow Hornby Inge, Delaney Lund Knox Warren and HHCL/ Red Cell before narrowing the pitch down to two agencies. The review was overseen by the Yardley Creer Partnership.
The Kingsmill brand is a key part of Allied Bakeries’ portfolio, which also includes Sun Maid and Burgen. The review was initiated to ensure that Kingsmill retains its position as one of the UK’s largest grocery brands. It is thought unlikely that television duo Mel Giedroyc and Sue Perkins will continue to promote the brand.
Allied Bakeries is keen to extend the Kingsmill brand into new areas. Last year it spent &£15m supporting the Kits for Clubs initiative, a scheme which encourages sports clubs to collect tokens in return for new equipment. Gaby Logan, the sports TV presenter, promoted the scheme alongside Mel and Sue.
The company also launched a “to share” sub-brand, Tear Away, last autumn.