Grayling has won a three-year contract from La Collective du Pain,
the French bread promotion board. Associate director Daniel Verpeaux
could not disclose details of the contract, signed last month, as it has
to be ratified with the board’s regional branches. ’We will promote and
increase bread consumption and boost bread’s image with consumers,’ said
Verpeaux. Grayling will work in tandem with Paris based advertising
agency CPP, which will control 75 per cent of the budget.