Unilever triggers Birds Eye pan-European ad review

Unilever is understood to be reviewing its multimillion pound European advertising business for its Birds Eye brand with a view to consolidating the account into one agency. It uses McCann-Erickson, Lowe, Ogilvy & Mather and JWT.

Unilever is understood to be reviewing its multimillion pound European advertising business for its Birds Eye brand with a view to consolidating the account into one agency. It uses McCann-Erickson, Lowe, Ogilvy & Mather and JWT.

The Haystack Group is handling the review.

The review is part of a strategy to cut costs in the frozen food business while Unilever seeks a buyer for the company, which may be sold as a whole or broken up across different countries. The Birds Eye brand is known as Iglo in some European countries.

The review does not affect Bartle Bogle Hegarty, which handles the account in the UK and has recently launched a &£21m campaign promoting the quality of frozen food.

It is understood that the bulk of the advertising outside the UK is held by McCann, but all four agencies have been invited to pitch. The company is not planning to speak to outside agencies about the account.

Unilever is selling off all its frozen food portfolio except its interests in Italy, which has strong sales. It also has interests in Austria, Belgium, France, Germany, Greece, Ireland, Netherlands, Portugal, Spain and the UK.

Germany is understood to be the largest market for Birds Eye in mainland Europe, and is thought to receive the majority of the advertising spend.

Birds Eye is also the number one food brand in the UK and has a turnover of over &£500m a year and accounts for &£50m profits.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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