Linda McCartney begins hunt for ad agency

by Kunal Dutta, Campaign 13-Apr-07

Hain Celestial Group, the US organic food giant, is searching for an advertising agency to relaunch the Linda McCartney frozen meat-free range in the UK.

So far, it has approached at least two London-based agencies with a
brief to relaunch its vegetarian frozen meals range following rebranding
earlier this year.

The brief is understood to include above-the-line elements, and

advertising is scheduled to launch in the summer.

Last June, Hain Celestial bought Linda McCartney's vegetarian empire
from Heinz, which was looking to sell off its frozen food business and
focus on its core products.

The company, which owns organic brands including Earth's Best and Health
Valley, acquired the range with the hope of expanding it throughout
Britain, Europe and North America.

Earlier this year, it spent £1 million on revitalising the brand
by unveiling fresh packaging and a range of additional ready meals. This
followed last year's appointment of the design agency Made Thought,
which undertook the rebrand and oversaw the launch of new products.

The Linda McCartney vegetarian meal range was set up in 1991 by the late
first wife of the former Beatle Sir Paul McCartney. Its range includes
meat-free burgers, pies, sausages and ready meals.