London - Team Saatchi has won the Linda McCartney Foods account after a three-way pitch. The advertising campaign will build the Linda McCartney Foods brand and recruit new category consumers with new positioning focusing on the quality and flavour of the food. The advertising will run in late Summer 2007.
Matthew Robinson, director, Team Saatchi, said: “This is the first time in recent years that Linda McCartney Foods has had a significant above-the-line spend behind it. We’re working on a new brand positioning to get customers excited about the food.”
Team Saatchi will report into Linda McCartney Foods marketing manager James Gentle.
Gentle commented on the pitch: “The newly re-launched Linda McCartney range marks a step change for the brand, both in terms of product delivery with the emphasis on taste and contemporary packaging design. Team Saatchi demonstrated similar forward thinking to take the brand to the next level while remaining true to its original ethos.”
In June 2006 Linda McCartney Foods was bought from Heinz by Hain Celestial, the world’s leading natural and organics food company, in a deal that was welcomed by the McCartney family. The McCartneys have been involved in the pitch process and the decision to appoint Team Saatchi.
Linda McCartney is widely credited as having popularised vegetarian food in the UK. As part of a £1 million re-launch in April 2007, eleven new products were added to the range including spicy three bean bakes, quarter pounders and an aubergine and courgette bake.
In addition to the above-the-line campaign, the re-launch of the brand includes extensive consumer and trade PR activity and a heavyweight experiential marketing campaign through a ‘Taste the Change Tour’ over the summer months.
The appointment continues a run of recent wins for Team Saatchi that includes VisitBritain, Crock Pot, Bionaire and Elizabeth Shaw.