George Weston Foods has enlisted BMF to handle creative duties on its Burgen and Abbott's Village Bakery breads, without a pitch.
The appointment was effective from the beginning of the month.
George Weston Foods general manager of marketing and innovation said: “BMF is a world class agency and will be a fantastic resource for Abbotts and Burgen.
“I have had the opportunity to work with BMF across several different product categories, and each time they have demonstrated an ability to think strategically while delivering a creative breakthrough for the brand.”
BMF chief executive Jeremy Nicholas said: “Abbott's Village Bakery and Burgen are great brands with a real point of difference.
“They offer a powerful opportunity to deliver work that is grounded in a simple insight and executed in a way that is both populist and fresh.”
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