Simplot assigns frozen food biz to TBWA\Shanghai

Simplot - one of the world's largest producers of frozen vegetables - is also one of McDonald's main suppliers of french fries, including from north China, where all potatoes required by the burger chain are grown locally by 5,000 farmers and processed by the Beijing Simplot Food Processing joint-venture.

The China advertising brief is estimated to be worth about Rmb1.5 million (about US$180,000), according to Ruth Ang, general manager of TBWA\Shanghai.

It is believed that TBWA pitched against Dentsu Young & Rubicam and BBDO last month for the business. "It was a strategic process pitch, not a creative pitch," said Ang.

"They wanted to see the thought processes - what process will you take from square zero to the day you launch next year."

TBWA's experience in handling Chinese food brands, such as Mars Inc's Masterfoods, was one reason Simplot awarded its business to the agency, said Simplot marketing manager Philip Cai.

No decision has been reached on a media agency. Simplot will likely decide next year whether it will appoint an outside media agency or handle the assignment in-house, Cai said.