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Aunt Bessie’s searching for new advertising recipe after VCCP split

Aunt Bessie’s is on the hunt for a new advertising agency that will end its six-year relationship with VCCP after the creative shop opted not to repitch for the Yorkshire pudding maker.

The move is the first major change from a relatively new marketing team for the brand.

It means the ads for Aunt Bessie’s £6m sponsorship of ITV’s I’m a Celebrity…Get Me Out of Here! show later this year will be the last the agency has to produce in what has been a fruitful partnership. Ads born from the tie-up included nosey neighbours Margaret and Mabel as well those that helped introduce revamped branding back in 2013.

Aunt Bessie’s owner William Jackson Food Group did not respond to requests for comment from The Drum. VCCP declined to shed any further light on the split except to express how proud the agency was of its time on the account.

In a statement it said: “VCCP have enjoyed a 6 year working relationship with Aunt Bessie's during which we have developed the iconic Margaret and Mabel campaign. We have parted company amicably and wish them all the best in their future business endeavours”.

It is understood Aunt Bessie’s has already started drawing up a list of agencies it wants to pitch for the account. The brand remains one of the more traditional marketers in a food category much more reliant on shopper marketing and TV. By reviewing its ad account, it suggests Aunt Bessie’s marketers aren’t yet sure on what direction to take the brand moving forward.

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