Bisto dishes up PR task for QBO

Bisto Foods has awarded the Quentin Bell Organisation a pounds 300,000 fee PR account for three of its best known brands.

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.



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