Baxters has hired ad agency Hometown to develop a marketing strategy and creative work to reinvigorate the Fray Bentos brand.
The London-based agency’s first work for Fray Bentos is a major sponsorship campaign that is running post-9pm on ITV4.
Hometown - which won the £3m advertising account without a pitch - will then help the brand relaunch its full range of products, including pies and microwave puddings.
“We’re really pleased to be working with Hometown, an agency that has demonstrated a deep understanding of the Fray consumer, and developed some excellent thinking on how we can reimagine and reinvent this iconic brand and make it relevant for future consumers,” said Jaspal Chada, global marketing director at Baxters.
Hometown managing partner Chris Jefford added: “It’s always a privilege to have the opportunity to work with a brand that is so well known, and we’re so excited at the possibilities open to the brand as we seek to re-establish its place at the very heart of UK culture.”
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