Hain Daniels, the parent company of Linda McCartney, Hartley’s and New Covent Garden Soup Co, has selected Goodstuff as its buying and media planning account after a competitive three-way pitch.
The process, managed by MediaSense, saw Goodstuff battle it out against UM London and the7stars.
According to Campaign Live, Hain Daniels wishes to release campaigns for Linda McCartney and Hartley’s 10 Cal jelly pots at the beginning of next year.
“It was an extremely competitive pitch process, with all agencies clearly articulating the relative strengths they could each bring to the account,” Hain Daniels head of marketing for grocery, Nick Jackman, said.
“However, we were especially impressed with not only the strategic gravitas the Goodstuff team demonstrated, but also how well they worked together with no reliance on hierarchy.”
“The combination of this cultural commonality and the media planning flexibility we require, made Goodstuff the standout choice for us and we look forward to what the future brings together.”
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Nielson has claimed that the account is worth £5 million in billings. For comparison, in 2019 it was worth £1 million.
Goodstuff managing partner, Sam Drake, added: “We are so pleased to be working with the team at Hain Daniels Group. They are brilliant people, with a brilliant culture, sitting on some amazing brands.
“It was also a brilliantly run pitch by MediaSense. We were given time, and honest communication, the process was clear, and the feedback was transparent. With a broader focus on pitching right now, it’s important to highlight when they are done well.”
