Burton’s Foods has appointed McCann Erickson to handle the £2m advertising business for Jammie Dodgers. The decision follows an extensive review of the Burton’s portfolio and its agencies.
The agency pitched against four undisclosed agencies to win the business, although it is not thought that incumbent Saatchi & Saatchi was involved. The company has also moved the Wagon Wheels business into Kastner & Partners, without a competitive pitch. Next year, Burton’s will have a marketing budget of £4m.
It had been reported that marketing director Jaspal Chada had moved all of the Burton’s portfolio into FCB London in September, but this only applied to the Cadbury Fingers account, which was also previously with Saatchi & Saatchi.
Chada, who took over the role in February, says he has carried out a “fundamental review” and has been looking for agencies that understand the company’s culture and needs.
Chada has also completed a review of Burton’s media agencies and has appointed Universal McCann to handle the business. It is understood that it pitched against BLM Media to win the account. The incumbent agency was Vizeum and Naked handled the planning for Wagon Wheels.
Chada says that he plans to take the company in a new direction next year to make the most of its brands and their heritage.