Birds Eye Wall's has handed its entire trade PR brief to Edelman
Public Relations Worldwide after viewing pitches from four agencies.
The six-figure deal sees Edelman add to the frozen foods account it won
in April (PRWeek, 20 April).
The account operates on a retained basis for an initial one-year period,
which the agency hopes to renew next year.
Account director Melanie Burr heads the account, reporting to Steve
Hermiston, Birds Eye Wall's customer-marketing manager.
Edelman deputy managing director Ash Coleman-Smith said that the
agency's strategy would see them attempt to establish a market leading
position for Birds Eye Wall's in the trade press.
It will also seek to place the company in a strong position to discuss
wider issues affecting the food market.
Coleman-Smith added that food-related issues such as natural content and
additives were areas in which the firm should seek to be seen as a
As a result of the win, the agency has resigned its account with
ice-cream manufacturer Haagen-Dazs, since this conflicts with its
handling of the Wall's brands.
Edelman is handing over the press office function to the manufacturer's
in-house team, as reported in PRWeek (3 August).
Birds Eye Wall's is one of the UK's biggest suppliers of food including
its ice-cream brands. It has annual sales of £700m and employs
more than 4,000 at six UK sites.
Its parent company Unilever announced a seven per cent before tax rise
in half-yearly profits, including a 54 per cent jump in second quarter
figures. The firm's decision to focus on core brands and reduce the
breadth of its portfolio is being credited for the success.