Leading UK biscuit manufacturer McVitie’s is believed to have
shortlisted agencies for a pounds 600,000 fee consumer and corporate PR
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
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
United Biscuits also owns operating company UK Foods, which includes KP
snacks, crisps and nuts, as well as McVitie’s pizzas.