The agency saw off competition from J. Walter Thompson to land the Centura Foods brand following a review process conducted by Agency Insight. Saatchi & Saatchi, the brand's incumbent of four years, repitched but did not make the final shortlist.
Centura Foods' decision to review was motivated by a need to revitalise the brand and make it more relevant to families.
Bisto has a rich advertising tradition. Its long-running Bisto Kids campaign was finally dumped in the mid-90s, although Saatchis later re-introduced the famous "Ahh Bisto" strapline.
Sue Knight, the brands director at Centura Foods, said: "We have seen some very exciting work from BBH and we are looking forward to developing it into finished advertising.
"Bisto is one of the great British brands but it needs recalibrating to suit the constantly changing family environment."
Gywn Jones, the BBH managing director, said: "We are very pleased and proud to be working with Bisto. The opportunity to bring new life to the brand has been one of the real challenges of this exercise. We think we've done it, and happily the Centura client agrees with us."
BBH's first work for Bisto will break in the autumn and will be supported by trade promotions. BBJ will continue to handle the media planning and buying. The review affects no other Centura brands, which include Sharwoods and Paxo.
Centura is owned by RHM, which also owns Manor Bakeries, the maker of Mr Kipling and Cadbury's cake brands.
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