Shilland and Co has snapped up the pounds 250,000 trade and consumer
PR account for Sara Lee Household and Body Care from Attenborough
The win follows the agency’s work on Brylcreem since last autumn, which
resulted in Sara Lee reviewing its PR strategies for other products.
The account, which includes products like Radox, Badedas and Delial, had
been handled by Attenborough Associates since 1992.
Kay Downs, marketing and developing director at Sara Lee, said: ’This is
quite a serious change - we don’t flit around.’ She added that
Attenborough will see through certain projects to the end.
Attenborough director, Nick Attenborough, said: ’We enjoyed working with
them but their needs have changed.’
Shilland’s work kicks off with the launch of a ’more retro feel’ for
Brylcreem later in the summer. The agency will be providing consumer
support for the hair product range.
’The key task is to make Brylcreem a cult product again,’ said Downs.
Downs said that Sara Lee is also launching a new product in its bath and
shower range. Shilland will be targeting retailers by focusing on the
Public relations for Sara Lee’s domestic insecticide Vapona was previously
handled by Green Moon.