McCann wins £4m Bendicks account

Luxury brand Bendicks Chocolates has appointed McCann Erickson to handle its £4m advertising account after a three-way pitch against Soul and incumbent Unity.

The agency will handle advertising for Bendicks luxury chocolates and for its mint chocolate brand, Mingles. The company has given the agency a brief to broaden the appeal of the two brands.

It is understood that McCann’s brief does not extend to Campino, Toffifee and Werther’s Original, which are also owned by German parent company Storck Group, although it may be extended in the future. The review, called in May, was handled by the AAR.

McCann has already started work on a new Christmas campaign for Mingles, which was last on television in April this year. The company has given the brand significant support since it was launched two years ago and head of marketing Anne Hollamby says that it plans to continue with this strategy.

Mingles competes in the boxed-chocolate market against heritage brands such as Nestlé’s Quality Street. This category is seen as a key development area for confectionery this year and Cadbury is launching a range of premium boxed and sharing products later this year, including the Roses Luxury Collection (MW April 1) and Cadbury Snaps (MW June 24).


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