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RKCR/Y&R wins Baxters food business

RKCR/Y&R, which has taken a bit of a pounding recently losing Virgin Atlantic and Lloyds Bank to adam&eveDDB, has some good news at last, winning family-owned soup business Baxters.

TsCs_MastheadBaxters, which moves without a pitch from the Leith Agency, isn’t the biggest account on earth but it’s a famous old Scottish business, founded in 1914. As well as soups it makes the Meal Pots range, launched last year, as well as chutneys, conserves, condiments, juices and mayonnaise.

Baxters global marketing director Jaspal Chada says: “Baxters is a much-loved British brand with a rich heritage, but it also needs to continually evolve. We were impressed by RKCR’s fresh take on our brand and look forward to partnering with the team there.”

RKCR/Y&R CEO Ben Kay says: “This is a great opportunity to work on one of the few quality, British, family-owned businesses left in the UK and help it enter the next 100 years of innovation and growth.”

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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