Manor Bakeries cooks up a new PR strategy

Cake company Manor Bakeries is to embark on its first consumer PR campaign.

Cake company Manor Bakeries is to embark on its first consumer PR

campaign.



It has chosen Barclay Stratton to promote its brands, which include Mr

Kipling, Lyons and Cadbury’s Cakes.



Barclay Stratton won the account, worth over pounds 100,000 in fees,

following a competitive pitch against Countrywide Porter Novelli,

Beechey Morgan Associates and Choat and Partners.



Andrew Brown, marketing director at Manor Bakeries, said that despite

being the market leader the company had not invested heavily in PR and

consumer relations before. ’We want to grow the business by supporting

the brands,’ he said.



Barclay Stratton managing director Jenny Thomas said: ’Manor’s strong

brands give us the opportunity to run a programme to help them

grow.’



Barclay Stratton will also be working closely with Manor Bakeries’

advertising agency, Mellors Reay and Partners.



The agency’s brief includes consumer relations for existing and new

products, corporate, trade and internal communications. Food specialist

agency Jones PR had previously handled Manor Bakeries’ trade brief, but

resigned the account three months ago.



Jones’ role had been to work on the integration of Lyons Cakes with the

rest of Manor Bakeries’ businesses, after Lyons was acquired three years

ago.



- Jones PR has been renamed Longhouse as part of a drive to position

itself as a food consultancy, rather than a public relations

consultancy.



The renaming is designed to emphasise Longhouse’s expertise outside PR -

which includes product development, industrial relations and mergers and

acquisitions advice.



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