Birds Eye Wall's trade brief goes to Edelman

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

'thought leader'.

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.

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