The agency will handle about £3m worth of business across the Allinson and Burgen bread brands, which were previously handled by JWT. MWO picked up the account without a pitch.
MWO has been briefed to use TV sponsorship, radio, press and outdoor activity to promote the brands. Media planning and buying remains with ZenithOptimedia.
The Burgen brand recently repositioned to make inroads into the healthy bread sector. It has been rebranded and a Wholegrain and Cranberry loaf has been launched. The rebranding was handled by Ziggurat.
MWO already works with Allied Bakeries' parent, Associated British Food, on its Ryvita and G Costa brands.
Earlier this year, M&C Saatchi picked up the £5m Kingsmill bread account, following Allied's decision to part company with incumbent JWT.
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