Baby Bio, the plant food brand owned by pbi Home & Garden – a subsidiary of pharmaceutical company Bayer – has appointed Mitchell Patterson Grime Mitchell to handle its creative business, thought to be worth more than &£1m.
The incumbent was Scholz & Friends. It is not known if Scholz pitched for the business. Media planning and buying will continue to be handled by Austin West Media.
Mitchell Patterson Grime Mitchell will also handle pbi’s Phostrogen garden fertiliser brand. Phostrogen was acquired by pbi two years ago, and the company has since extended the brand to lawn-care products.
Pbi Home & Garden head of marketing Jane Lawler says: “The garden and lawn-feed market is worth &£110m a year. Baby Bio has long been a brand leader in the indoor plant food market, which is worth &£11m. Mitchell Patterson Grime Mitchell will be a key contributor to the future development of all our brands.”
Two years ago, Baby Bio linked up with GMTV to sponsor its online gardening page. The deal coincided with a television advertising campaign and a new product launch.