WFCA has been appointed by North Downs Dairy Company to handle the advertising for its £50m+ Pilgrims Choice Cheddar Cheese, which includes Mature, Extra Mature, Strong Farmhouse, Reserve Farmhouse and Sliced, Grated and Snack Packs.
The major account was won in a three-way competitive pitch, including the incumbent M&C Saatchi.
Pilgrims Choice is the No.2* cheese brand in a market that has been traditionally dominated by own label cheddar brands, and deep cut promotional activity.
For over 20 years Pilgrims Choice has specialised in the selection and marketing of premium cheddar cheese. Its expertise in sourcing and grading has led it to become accepted experts in its field, providing cheddar to the retail, wholesale, food service sectors, as well as being distributed to over 30 countries worldwide.
Mike Davies Managing Director of North Downs Dairy said: "We were hugely impressed by WFCA’s knowledge of both the consumer and our market, and especially by the fact that their ambition to push this great brand forward matches our own."
Michael Richards, CEO of WFCA said: "It’s brilliant to work with a brand that wants to strategically challenge the generic nature of their market. They’re a great Client who needed a commercial partner who really gets it and it’s terrific to add yet another major brand to our portfolio."
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In 2006, WFCA has won significant new business, including: Bathstore, Butchers Petcare, The Perfume Shop, and Greene King’s Old Speckled Hen, bringing the agency’s turnover to £16m.
Existing clients include: Budgens, AXA, Abbot Ale, BUPA International, Carpetright, Yazoo and Eurotunnel.
*Source: TNS 52 w/e 18.06.06
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