Kerry Foods has handed the £7.5m ad account for its Walls sausages brand to Beattie McGuinness. BMB beat VCCP and Isobel in a pitch handled by the AAR.
BMB has been tasked with repositioning the Walls brand to reflect the public’s changing perception of meat and food. Earlier this month bacon came under attack after a report from the World Cancer Research Fund warned that the consumption of processed meats is linked to cancer.
An integrated campaign to run across TV, print and outdoor, will have new theme but is expected to continue using the Walls dog.
The new positioning is to rolled out early next year.
Kerry foods called the review after parting company with McCann Erickson after 12 years.