Pillsbury hands PR to Edelman

Pillsbury UK has consolidated its UK PR after a repitch, appointing Edelman PR to handle three major food brands, plus a new corporate account, after a four-way pitch.

Pillsbury UK has consolidated its UK PR after a repitch, appointing

Edelman PR to handle three major food brands, plus a new corporate

account, after a four-way pitch.



In taking over the six-figure account, Edelman has the task of raising

the brand profiles of luxury ice-cream Haagen-Dazs, the Old El Paso

Mexican food range and Green Giant tinned vegetables, as well as

Pillsbury’s broader corporate identity. Edelman previously handled

communications for the three food brands in Ireland.



Haagen-Dazs was previously handled by Biss Lancaster; the other two

brands by the Red Consultancy, which did not repitch.



Biss Lancaster repitched unsuccessfully, ending a ten-year relationship

with Pillsbury. The other agencies involved in the pitch were

Fleishman-Hillard and Cohn and Wolfe.



Edelman will report to Claire Leurent, senior brand manager at Pillsbury

UK. She said: ’The appointment of a single agency will allow us to have

better synergies between brands. We expect better efficiency

overall.’



Although corporate PR has been carried out at an international level, it

is the first time a programme has been developed solely for the UK.



Tari Hibbitt, chief executive of Edelman London, said there would be

’different activities for each of the four (elements)’. She added that,

although Haagen-Dazs in particular has a high profile, ’there are all

sorts of new audiences. No brand should ever rest on its laurels’.



The PR for JUS-ROL, Pillsbury’s frozen pastry range, continues to be

handled by Brookes and Vernons.



Pillsbury is owned by Diageo, the group created by the merger of Grand

Metropolitan and Guinness in 1997.



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