Baking giant Allied Bakeries has hired Shandwick Welbeck to support
the relaunch of its bread brand Kingsmill.
The agency won the consumer account, which carries a six-figure fee, two
weeks ago following a three-way pitch.
Leedex PR, which handles all Allied Bakeries’ trade and corporate PR,
also pitched for the consumer account.
Welbeck will aim to generate coverage in women’s magazines, including
Women’s Own and Women’s Realm, and on radio, targeting housewives in the
run up to Christmas and into 1999.
A pounds 2.5 million advertising campaign on national TV will trigger
the relaunch of Kingsmill, which has a new recipe and packaging.
Shandwick Welbeck CEO Alison Clarke said: ’Our brief is to create a
consumer campaign for Kingsmill which supports the relaunch and builds
on the new advertising push.’
Allied Bakeries Group claims to be the UK’s largest bread company with
38 per cent of the country’s pounds 3 billion annual bread market.
It has four divisions. Allied Bakeries, which incorporates the key bread
and rolls brands is the largest operating unit.
The other divisions are Allied Bakeries Northern Ireland, the Sunblest
Division of retail outlets, and Allied Bakeries Special Projects, which
produces part-baked goods and fruit buns.