KP Snacks has appointed St Luke’s as its lead creative agency across the Tyrrells, Popchips and KP Nuts brands. The Engine Groups portfolio of brands will remain unchanged.
The hotly contested pitch came as KP Snacks sought to consolidate its portfolio of brands into two creative agencies, following the completion of the acquisition of Tyrrells and Popchips into the KP Snacks portfolio. Up for grabs were Tyrrells, Popchips and KP Nuts, which were previously held by Wieden + Kennedy London, And Rising and BMB respectively.
KP is home to some of the most iconic British snack brands, including McCoys, Hula Hoops and KP Nuts. KP is also part of the European Intersnack Group, which, with nearly fifty years combined experience in savoury snacks, is now Europe’s number two snack producer.
The pitch was run in-house by Henry Wisdom, group procurement for marketing services at Intersnack. He said: “We saw a huge amount of hunger for these three brands from a sensational cross section of adland’s very best. Each brand offers distinctly different challenges across starkly different customers and occasions and we’re hugely excited to be moving forward with St Luke’s as our new long-term strategic partner.”
Kevin McNair, marketing director of KP Snacks, added: “St Luke’s have clearly demonstrated they understand the scale of ambition we have for our brands and a strong path to get there. They’ll be starting work on launching a new creative platform for Tyrrells which we cannot wait to bring to the market”.
Neil Henderson, St Luke’s CEO, commented: “It’s a privilege to be given the chance to work on some of the best known and innovative food brands in the UK. And it makes Friday Nibbles at St Luke’s even more of a treat.”
Richard Denney, executive creative director, concluded: ‘We are super excited to be working with the teams at KP snacks. Not only do they have the best range of brands and innovation, but the creative ambition to match. We can’t wait to get stuck in.”