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
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.