Starfish Comms wins McDougalls Foods cake work

Starfish Communications is to promote a range of cake mixes in a

consumer-focused campaign for McDougalls Foods, a division of food giant

Rank Hovis McDougall.

The initial focus of the work will be the Christmas range offered by

McDougalls under licence from Cadbury's. A Bob the Builder cake mix is

expected to be a big seller.

Starfish joint managing partner Julien Speed said the campaign would

primarily target 'mums with kids' through women's consumer titles and

would include media sampling.

'McDougall's is helping re-energise the home baking market, which was

virtually dying out,' Speed said. Starfish has a three-person team on

the account.

Jacky Ward, McDougalls marketing manager, said popularising baking

mixes, particularly to the food media, required an innovative approach:

'Some of the people who write about cooking can be rather snobby about

baking mixes. We had to find a different angle to get coverage.'

As well as seeking coverage in the women's press, she said the campaign

would target trade and other consumer press to raise awareness of what

she claimed were the time-saving qualities of McDougalls' products.

In addition, a competition is running on BBC Radio 2's Steve Wright in

the Afternoon.

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