Kerry Foods hunts BTL agency for Cheesestrings brand

Kerry Foods is searching for an agency to handle the below-the-line account for its Cheesestrings brand.

There is currently no incumbent on the business. The agency will work alongside the brand’s above-the-line agency, Fallon.

The BLT account will have a sales promotion focus, including on-pack and in-store activity. Although a formal pitch has not been announced, a Cheesestrings spokeswoman says the AAR has begun speaking to agencies.

In 2007 Kelly Rafferty was appointed marketing manager with the objective of returning Cheesestrings back to growth.

Fallon tightened its stranglehold on the business when it was awarded the digital advertising component late last year.

Kerry Foods reviewed its £5m ad account in March last year, less than 12 months after incumbent the Quiet Storm kept the business following an abortive review.

The food company consolidated its £13m media account for the UK and Ireland into Vizeum, following a three-way pitch. It went up against fellow incumbents, Universal McCann and Starcom Mediavest Group.

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