The agency will begin work immediately, handling advertising for brands including Kingsmill, Allinson, Burgen and Sunblest.
Allied Bakeries has worked with Publicis since 1996 but called a review in October last year. It held discussions with Clemmow Hornby Inge, HHCL/Red Cell and Delaney Lund Knox Warren before narrowing it down to JWT and Publicis. The review was conducted with assistance from the Yardley Creer Partnership.
The bakery group has already tested out some of JWT's ideas for the Kingsmill brand with consumer groups, with the creative believed to be a brave departure for the brand. Previous Kingsmill advertising used the comedy duo Mel & Sue.
Jo Sykes, marketing director at Allied Bakeries, said: "JWT's plans for our portfolio were extremely strong and it has challenged our traditional way of thinking through innovative concepts. Its enthusiastic team will be working closely with us to ensure a speedy yet considered implementation."
Kingsmill is the UK's sixth-biggest selling grocery brand. The review does not affect its media account, which is held by ZenithOptimedia.
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