Shilland cleans up Sara Lee account

Shilland and Co has snapped up the pounds 250,000 trade and consumer PR account for Sara Lee Household and Body Care from Attenborough Associates.

Shilland and Co has snapped up the pounds 250,000 trade and consumer

PR account for Sara Lee Household and Body Care from Attenborough

Associates.



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

trade press.



Public relations for Sara Lee’s domestic insecticide Vapona was previously

handled by Green Moon.



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