Mustoe Merriman lands 8m HP Foods business

HP Foods has appointed Mustoe Merriman Herring Levy to its 8m advertising account following a three-way pitch.

The agency beat Partners BDDH and Banks Hoggins O’Shea to win the account which includes HP, Lea & Perrins and Amoy brands.

Incumbent agency Young & Rubicam, which had handled the business for five years, did not repitch for the business.

A decision to review the account was made following the appointment of Y&R to handle the 154m global ad and direct marketing account for HP Food’s parent company Danone Groupe in May.

Kim Small, marketing director for HP Foods, says: “The company has decided to move its brands to an agency whose resources may focus more singularly on HP brands.”

Mustoe Merriman chief executive Nick Mustoe says: “We are absolutely delighted to have won this account. They are famous brands and we cannot wait to get on with the advertising. We have just had our fifth birthday and this is the best present we have had.”

Brands covered by the review include Amoy Oriental Dim Sum, Amoy Soy Sauce, HP Sauce, Lea & Perrins Worcestershire Sauce and Lea & Perrins Five Minute Marinades.

HP Sauce is running TV ads this month, using two executions. The first features a fighter pilot and the second a female oil rig fire fighter. Both find they are unable to return to work following the excitement of tasting the sauce.


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