BWM Dentsu has ended its eight-year partnership with Simplot after deciding not to take part in an upcoming Simplot agency review.

“We are immensely proud of the transformative brand work we have delivered in partnership with Simplot, but after eight years of a productive relationship, we have decided not to participate in the review,” stated BWM Dentsu Melbourne managing director, Mark Watkin.

BWM Dentsu has produced long-standing brand assets and award-winning integrated campaigns for Simplot brands, Edgell, Leggo’s, Birds Eye, Quorn, John West, I&J, Simply Great Meals and Simplot Seafood Specialists.

Awarded work includes:

• Edgell ‘Eat well. Be well’ brand strategy and integrated campaign scored highest rankings in the history of Edgell

• John West ‘Be Your Best’ Cannes 2013 Longfilm finalist

• Birds Eye Fish Fingers relaunch Effie Silver 2011

• Birds Eye Long Term Effie Finalist 2014
• Australian Marketing Institute Award 2013 for best New Product Launch for Leggo’s Pasta Sauce range

“Our strategy and creative teams have changed the way consumers view Simplot’s brands. We are particularly proud of the leading work we delivered for Birds Eye, Edgell, Leggo’s, I&J and John West,” Watkin added.

“Over the last eight years, we have helped Birds Eye Fish, Edgell and John West to maintain leadership in their categories despite some of the toughest retail conditions ever facing Australian food manufacturers.”

“We would like to thank the BWM team for their partnership over the last eight years. BWM has been influential in driving the growth of our brands and ensuring they continue to be some of Australia’s most loved grocery brands,” stated Simplot chief marketing and digital officer, Fiona Allen.

BWM Dentsu will continue to deliver on planned projects until September 1.