The Betty Crocker, Green Giant, Häagen-Dazs and Old El Paso brands have been brought under a single agency shop for a combined fee of around £400,000, PRWeek understands.
The group wants to emphasise to consumers that its brands are ethical, as well as maintain their ‘best-of-breed' positioning.
All four brands will be treated individually. But General Mills does encourage some crossover - linking recipes on its Betty Crocker website to those on its Old El Paso sister site, for example.
The consolidation marks an increased investment in PR by General Mills, and MS&L is committing nearly a dozen staff to the accounts, including a six-strong core team headed by Bronwen Andrews, director and head of the Global Food, Drink & Nutrition Group at MS&L London. Andrews reports to General Mills V-P of marketing Linda Hipkiss. The brief started this week.
The account is not the first time MS&L has worked with General Mills. In 2005 the agency landed the brief for Cereal Partners UK - a then 15-year-old joint venture between Nestlé and General Mills (PRWeek, 24 November 2005).