Cookie crumbles for Grey Worldwide

By SIMON HENDERY

Cookie Bear has a new cheerleader.

The country's largest biscuit maker, Griffin's Foods, has sacked its advertising agency of the past seven years, Grey Worldwide, and moved its large and diverse accounts to Saatchi & Saatchi.

Griffin's brand includes Toffee Pops, Mallowpuffs, Huntley & Palmers, Snax, Wines and Eta Ripples. The company also owns that furry icon to generations of sweet-toothed youngsters, Cookie Bear.

Tony Nowell, Griffin's managing director, said yesterday the change of agency was no reflection on Grey but the move was "a natural alignment with a bigger regional picture".

Griffin's parent company, France-based Groupe Danone, recently shifted its Asian biscuit business to Saatchi & Saatchi Asia.

"Grey have strategically and creatively supported the strategy being pursued by Griffin's in New Zealand, however as part of a major multi-national it is only logical that we more effectively leverage international arrangements," he said.