Clarion on alert as Birds Eye rethinks trade brief

Birds Eye is reviewing its entire trade PR account, forcing incumbent Clarion Communications to repitch for the flagship brief.

The review comes in the wake of Birds Eye's sale last year to private-equity firm Permira. The iconic frozen foods brand was previously owned by Unilever.

Clarion holds a number of Unilever trade accounts and has continued to work on Birds Eye since the change in ownership. But the new management has instigated a review.

Birds Eye reviewed its consumer PR at the beginning of the year, splitting with 18-month incumbent Lexis and handing the work to Freud Communications (PRWeek, 19 Jan). It is now turning its attention to the trade PR account.

Birds Eye confirmed the review was under way, but declined to give further details. Clarion refused to comment.

When Permira swooped last November, Birds Eye's sales were being battered by consumers' rejection of frozen foods in favour of fresh produce. The sell-off led to the resignation of Unilever's Ice Cream and Frozen Foods comms chief Helen Lo (PRWeek, 20 October 2006).

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in