Lexis takes KP account from Countrywide

United Biscuits has consolidated its PR by appointing Lexis PR as the lead agency for KP Foods, on fees in excess of pounds 250,000. The work was won after a two-way pitch against four-year incumbent, Countrywide Porter Novelli.

United Biscuits has consolidated its PR by appointing Lexis PR as

the lead agency for KP Foods, on fees in excess of pounds 250,000. The

work was won after a two-way pitch against four-year incumbent,

Countrywide Porter Novelli.



The win means that Lexis now holds the lion’s share of United Biscuits’

external PR accounts. The agency was appointed in June 1998 on a pounds

300,000 consumer brief to McVities, working across brands such as Jaffa

Cakes, Penguin, McVities Digestives and Go Ahead biscuits. The KP work

starts from January 2000 on a consumer and trade brief across its snacks

and crisps brands, including Hula Hoops, Skips, Mini Cheddars, and Go

Ahead Crisps.



The account has undergone a change of focus: while Countrywide’s brief

was primarily trade PR, the primary audience for Lexis will be the

consumer.



According to Angela Ryan, communications manager at KP, Lexis was

selected because of its youth marketing experience. The work will

include intensive campaigns on Hula Hoops and Skips, two of KP’s core

brands. ’Consolidation of KP’s and McVitie’s business was seen as a

bonus,’ said Ryan.



Lexis has already done some work across the UB brands with the ’Free

Maths Stuff for Schools’ campaign currently running in the Daily Mirror

which is branded by McVities, Hula Hoops and Skips.



United Biscuits retains Countrywide for KP Nuts and McVities trade PR is

handled by Circle Communications.



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