Cheestrings rethinks 5m ad business to halt fall in sales

Kerry Foods is reviewing the £5m advertising business for its Cheestrings brand, less than a year after incumbent Quiet Storm kept the account following an abortive review.

It is not clear if the agency plans to repitch. The review is being overseen by the AAR.

The company says it wants campaigns that will show its “ongoing commitment” to altering consumer views of Cheestrings and to “highlight its nutritional credentials”.

The pitch follows the appointment of Kelly Rafferty as marketing manager in late 2007. She has been briefed to returning the Cheestrings brand to growth.

Rafferty says/ “We have exciting plans for the brand in 2008. The appointed agency will play a pivotal role in these, so we’re very much looking forward to kicking off a successful new partnership.”

Rafferty, who was previously head of marketing at the company’s Irish arm, also looks after Kerry Foods’ cheese and dairy portfolio, including its Pure Spreads and Brunchettas brands.

Quiet Storm also handles advertising for Kerry Foods’ Richmond, Porkinson Sausages and Mr Brains Faggots brands.

Vizeum handles media planning and buying account for Cheestrings, and is not affected by the review.