Banks Hoggins O’Shea/FCB (BHO) has been appointed to handle the &£15m centralised Weetabix advertising business.
The agency, already on the Weetabix roster, was appointed after a pitch between the two other agencies on the roster, Lowe Lintas and Abbott Mead Vickers.BBDO, and non-roster agency BMP DDB.
Last year PHD won a similar four-way pitch for the Weetabix media business.
The appointment follows the cereal maker’s announcement in September that it aimed to centralise the account as part of an improvement programme across the business. Weetabix brands include Ready Brek, Alpen and Weetos.
Weetabix commercial director Bill Humes says: “BHO won a hard-fought pitch between four excellent agencies.
“With a very focused portfolio, we feel it is appropriate to work closely with a single agency that can help Weetabix drive its business.”
Weetabix announced plans this month to sell its Minibix with Chocolate and Weetabix Crrrunch, which can be eaten dry or with milk, in crisp-packet style bags, bucking the trend adopted by rivals who have opted for expanding their brand ranges to cereal bars.
It is also launching three varieties of Alpen muesli, strawberry, cappuccino and blackberry and apple (MW November 8).