Premier Foods drops three incumbents from shortlist

by Nikki Sandison, Brand Republic 05-Oct-07, 15:25

LONDON - Premier Foods has dropped all of its incumbent agencies except McCann Erickson from its roster, as it draws up a final shortlist for its £26m advertising account.

CHI & Partners, Delaney Lund Knox Warren and Publicis all failed to make the shortlist, while McCann Erickson is expected to pitch against Rainey Kelly Campbell Roalfe/Y&R, Miles Calcraft Briginshaw Duffy and WCRS.

CHI handled the Ambrosia, Loyd Grossman and Gales's Spread accounts, along with the £6m Branston range, which it won last year without a pitch.

McCann Erickson is the incumbent on the Mr Kipling and Cadbury cake business.

Premier Foods decided to slim down its advertising roster following the acquisition of its rival RHM earlier this year.

The pitch was extended to a selection of non-roster agencies at the long list stage.

In the space of just a few years the food manufacturer has acquired a number of big British brands including Hovis, Mr Kipling, Batchelors, Quorn, Sharwood's, Oxo, Loyd Grossman, Ambrosia, Bisto and Branston.

In July, Premier Foods consolidated its £26m media planning and buying business into MediaVest.