Anglo-Dutch consumer brands colossus Unilever has consolidated an estimated $300 million of creative duties for its range of sauces and dressings – many of which were acquired with the purchase of Bestfoods – at three networks.
The triumphant trio are DDB Worldwide (formerly on the Bestfoods roster), Lowe Lintas & Partners Worldwide and J Walter Thompson (both existing Unilever shops). Two other networks, both incumbents on some part of the business, did not make the grade following a final, five-way pitch – BBDO Worldwide (another Bestfoods agency) and Ogilvy & Mather Worldwide (on Unilever’s roster).
Lowe Lintas will handle the $80–$100m dressings business, covering ex-Bestfoods brands such as Hellmann’s and Wishbone, as well as European mustard marques Amora and Maille among others.
DDB and JWT will share the remaining sauce brands, including Knorr, Ragú and Colman’s.
News source: New York Times