Agencies shortlisted for McVitie’s PR brief

Leading UK biscuit manufacturer McVitie’s is believed to have shortlisted agencies for a pounds 600,000 fee consumer and corporate PR account.

Leading UK biscuit manufacturer McVitie’s is believed to have

shortlisted agencies for a pounds 600,000 fee consumer and corporate PR

account.



Four agencies - Sandpiper Communications, Lexis PR, Paragon

Communications and the Quentin Bell Organisation - are believed to have

been shortlisted to pitch for the account following an initial

consultation with several other firms.



Nexus PR, which has held the account for the past four years, is also

understood to have been invited to pitch late in the review process.



Stephanie Smith, communications manager for McVitie’s, declined to

comment on the review itself, but added: ’We have a very fruitful

relationship with Nexus’.



McVitie’s, whose brands include Digestive, Homewheat, Penguin and Hob

Nob, is facing tough competition from supermarket own-brand biscuits as

well as rivals such as Fox’s Biscuits.



The company recently decided to focus on promoting its existing brands,

rather than launching any new products. It has also made its

corporatebrand more prominent on the packaging of Homewheat and

Digestive biscuits as part of a marketing offensive against supermarket

copycat products.



Last October, the company dropped actress and celebrity cook Jane Asher

from future advertising in a bid to refresh its corporate brand by using

characters with more youth appeal.



McVitie’s biscuits is controlled by operating company the McVitie’s

Group, which in turn is owned by UK-based United Biscuits. The McVitie’s

Group’s other international biscuit operations include Finland’s

Verkade.



United Biscuits also owns operating company UK Foods, which includes KP

snacks, crisps and nuts, as well as McVitie’s pizzas.



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