Magazine article Marketing

McCain to Move Pounds 15m Business out of D'Arcy

Magazine article Marketing

McCain to Move Pounds 15m Business out of D'Arcy

Article excerpt

Frozen food giant McCain is reviewing its pounds 15m brand advertising business out of D'Arcy after its merger into Leo Burnett created a conflict with Heinz.

The two brands go head-to-head in the frozen pizza sector: McCain produces Pizza Fingers while Heinz has a range called Pizza Pleasure.

McCain, whose other brands include Oven Chips and Rostis will part company with D'Arcy later this month, ending a five-year relationship.

McCain will put the advertising business out to pitch early next year following a strategy review by the brand communications agency Elephants Can't Jump (ECJ).

The media account, held by PHD Compass, is not thought to be affected by the creative review.

D'Arcy's relationship with McCain had already been weakened by the appointment of Campbell Doyle Dye in July to oversee the launch of Vibes, a frozen crisp range. Vibes has been supported by a major sampling campaign in the London area.

McCain currently has an ad campaign, created by D'Arcy, on air to support Home Fries, a range of chips that can be cooked by frying or baking. …

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