KP Foods gives Hula Hoops and Pom-Bear to Engine, and calls a pitch for Tyrrells, Popchips and KP Nuts

Following the appointment of a new marketing director, and the recent purchase of two well-known brands — Tyrrells and Popchips — KP Foods is tidying up its agency arrangements.

To start with, Engine has won KP Snack’s Hula Hoops and Pom-Bear business from BMB without a pitch. Engine already handles KP’s McCoy’s and Butterkist brands.

At the same time, KP Snacks has called a creative pitch for Tyrrells, Popchips and KP Nuts, with the aim of reducing its roster of agencies from four to two. Three agencies have been shortlisted to join Engine on the roster.

KP Foods currently works with Wieden & Kennedy on Tyrrells and &Rising on Popchips, as well as the relationship with BMB on Hula Hoops and Pom-Bear. However, the client’s statement thanking BMB, &Rising and W&K for their support over the last few years would suggest that none of them is on the pitch list.

Marketing director Kevin McNair joined KP last October and was previously at Britvic. He said: “Following the recent acquisition of Tyrrells and Popchips, we have undergone a review of our creative partnerships. We are excited to continue our work with Engine and to add a new creative partner to our roster to work together in driving further growth in this exciting category.

The pitch is being run directly by KP Snacks through newly appointed Henry Wisdom (ex-Oystercatchers consultant) who joined Intersnack Group – KP Snacks’ European holding group – to lead the group’s marketing procurement late last year.

Matt Edwards, CEO of Engine Creative & Experience Design said: “There’s no better reward for creating effective work than an existing client giving us new business. Our ‘When Flavour Calls’ campaign has helped McCoy’s to double digit growth in a flat category. We’re delighted to have the chance to work on Pom-Bear and Hula Hoops as a result.”

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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