Sara Lee has appointed Banks Hoggins O’Shea to handle its entire
dessert portfolio, believed to be worth pounds 1.5m.
The agency pitched against Mitchell Patterson Grime Mitchell and Mustoe
Merriman Herring Levy after the company reviewed its account out of
Walsh Trott Chick Smith in June.
The agency will work on the bakery’s first dessert range aimed
specifically at adults, which launched in September.
The launch of the two frozen desserts, Irish Cream Bash, containing an
Irish cream liqueur, and Crispy Caramel Crunch, was supported by a
pounds 500,000 sampling and publicity campaign through Mason
The desserts will now receive ad support along with Sara Lee’s
traditional brands, such as lemon meringue pie, apple Danish and the
UK’s best-selling cake-brand - the Double Chocolate Gataeux - which sold
15 million last year.