Cadbury rethink puts BBH on alert

Marketing 24-May-06

Cadbury Trebor Bassett has ended its marketing arrangement with Premier Foods for its Highlights brand, casting doubt over the future role of Bartle Bogle Hegarty.

Premier Foods has been responsible for producing and promoting the
low-calorie hot-drink brand for 20 years, but Cadbury is keen to oversee
the brand itself.

It plans to move Highlights into additional sectors and has already

extended the range to include teacakes, to compete with brands such as

Weight Watchers.

BBH had been responsible for creating ads for Highlights and also holds
the contract for Cadbury's biscuit brand range, which is manufactured
and promoted by Burton's Biscuits. The bulk of the Cadbury chocolate
business is held by Publicis.

A spokesman for Cadbury said it was too early to speculate on the
marketing implications for the brand.