Birds Eye Wall’s has hired Nexus Choat PR to work on the launch of
a new range of upmarket frozen foods.
Not many details about the new product are yet available, except it is
targeted at busy, young people. The company is reported to be spending
up to pounds 20 million on the launch, due early next year.
James Laird, board director at Nexus Choat PR, said: ’We have been asked
by the client to respect a confidentiality agreement regarding the
project and have maintained this agreement to date. As a result, we can
make no further information available at this point.’
PR manager at Birds Eye Wall’s, Nicki Hickson, confirmed Nexus Choat had
been retained ’to work for a new food project’, but was also keeping
quiet about the range.
Also on the pitch-list were Shine Communications, which already handles
Wall’s Magnum ice-cream; Beer Davies Publicity; and Henry’s House.
The account has once again raised the issue of the process of pitching
in the PR industry. While Laird claimed the brief was ’one of the most
focused and comprehensive we have ever received’, it seems others may
In a piece in The Guardian’s Media section (21 August), Julian Henry,
director of Henry’s House, said he felt the whole process of pitching
was an outdated concept.
In the piece, he estimated that the pitch had cost his company pounds
2,000 in materials, and an estimated pounds 10,000 in time.
While refusing to confirm that Birds Eye Wall’s was the company referred
to in the piece, Henry said he’d had over 50 calls and messages of
support from other disgruntled PR practitioners.
When asked about the Guardian article, Hickson said: ’We read it, and
Henry’s House was one of the agencies which pitched, but that’s all I’m
prepared to say about it.’