Welbeck to handle PR for Kingsmill bread relaunch

Baking giant Allied Bakeries has hired Shandwick Welbeck to support the relaunch of its bread brand Kingsmill.

Baking giant Allied Bakeries has hired Shandwick Welbeck to support

the relaunch of its bread brand Kingsmill.



The agency won the consumer account, which carries a six-figure fee, two

weeks ago following a three-way pitch.



Leedex PR, which handles all Allied Bakeries’ trade and corporate PR,

also pitched for the consumer account.



Welbeck will aim to generate coverage in women’s magazines, including

Women’s Own and Women’s Realm, and on radio, targeting housewives in the

run up to Christmas and into 1999.



A pounds 2.5 million advertising campaign on national TV will trigger

the relaunch of Kingsmill, which has a new recipe and packaging.



Shandwick Welbeck CEO Alison Clarke said: ’Our brief is to create a

consumer campaign for Kingsmill which supports the relaunch and builds

on the new advertising push.’



Allied Bakeries Group claims to be the UK’s largest bread company with

38 per cent of the country’s pounds 3 billion annual bread market.



It has four divisions. Allied Bakeries, which incorporates the key bread

and rolls brands is the largest operating unit.



The other divisions are Allied Bakeries Northern Ireland, the Sunblest

Division of retail outlets, and Allied Bakeries Special Projects, which

produces part-baked goods and fruit buns.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.