Bisto Foods has awarded the Quentin Bell Organisation a pounds
300,000 fee PR account for three of its best known brands.
The c onsultancy will develop a consumer press campaign for two new Saxa
salt launches, together with ongoing campaigns for Bisto gravies and
Paxo savoury stuffings.
QBO pitched against three other agencies, including the incumbent Wearne
Associates. Wearne will be kept on by Bisto to handle corporate PR and
crisis management.
Trevor Morris, QBO managing director, said that one of the main
challenges facing Bisto is the competition it faces from supermarket
own-label brands.
’We want to ensure Bisto, Paxo and Saxa stay strong brands in a climate
where consumers have far more choice. The campaign will show how the
brands are developing to meet people’s needs,’ he said. Another aim is
to persuade younger consumers to start buying Bisto products.
The Saxa campaign will focus on salt as a natural flavour enhancer and
will present the two new ranges - sea salt and rock salt - as gourmet
lines.
PR for Paxo will include support for a promotional roadshow, scheduled
to take place later this year, which will build on the ’No stuffing
required’ Charlie Chicken advertising campaign. The agency will also be
tasked with persuading consumers to use Paxo as an accompaniment to
meals in place of potatoes or rice.
The company is promising a new Bisto campaign later this year, but is
keen to keep it under wraps.
