Digest

Ice cream manufacturer and retailer Pillsbury UK has added communications specialist BCG to its agency roster for Häagen-Dazs. The London consultancy will be responsible for strengthening the premium ice cream’s brand position in the marketplace. BCG director Bernard Guly says: ‘We do all the in-store promotions for Blockbuster Video, which Häagen-Dazs saw and liked. I am hoping that this will be the beginning of a long-term relationship.’