The agency was appointed to the work by Tryton Foods and Heinz after a five-way pitch, which ended in a final shootout against Miles Calcraft Briginshaw Duffy. Soul, the incumbent, declined to repitch.
Aunt Bessie's is moving beyond its traditional frozen Yorkshire puddings and pies into the ready meal market. A launch campaign for the range will begin in October, part of a 拢3.5m promotional investment in the brand over the coming year.
Previously Tryton, which is owned by Heinz, spent 拢1m promoting the Aunt Bessie's brand. Media for the account is handled by BLM Media.
Neil Sanderson, managing director of Tryton Foods, said: "Euro RSCG has shown a good understanding of our brand ethos and we are looking forward to a long and fruitful association that will have a major impact on sales and the continued growth of the brand."
Aunt Bessie's is the world's largest manufacturer of Yorkshire puddings, selling 20m puddings a week. Tryton Foods has an annual turnover of 拢110m and is growing by 18% year on year, despite tough competition in the frozen food market from companies such as Uniliever-owned Birds Eye.
The account is Euro RSCG's second win this week. It was reappointed to the NHS flu vaccination account after another pitch against MCBD.
Ben Langdon was appointed the chairman of the agency in April and he recruited McCann Erickson's Naomi Troni as business development director two months later.
"We're really beginning to build momentum here and look forward to a great second half to the year," said Langdon.
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