Pringles splits with Grey as it ends 27-year relationship

Pringles has awarded its global creative account to FCB following a review.

The Interpublic Group agency takes over from WPP’s Grey, which has held the account for 27 years.

Campaign's School Reports 2024 showed Pringles was Grey London's top-spending account in 2023.

Pringles, owned by Kellanova, put its creative account up for review earlier this year. Until now, Grey had not confirmed whether it was repitching or not. Kellanova's review included other brands and markets.

A team from Grey London and Grey’s New York office retained the Pringles account in 2013 after Kellanova (then Kellogg) started a review. This was after Kellogg acquired the brand from Procter & Gamble for $2.7bn (£1.7bn).

Laura Maness, global chief executive of Grey, said: “America got stuck on Pringles when we celebrated the brand’s design flaw, and more recently, by calling attention to the mustachioed Pringles’ mascot, we’ve helped the brand achieve iconic status in the snacking aisles – and to become a $2bn [£1.5m] business. While WPP declined network participation in the full review, we could not be prouder of our 27-year relationship with Pringles. We wish them continued success.” 

Grey London's work for Pringles, 'Wonderfully different', was among Campaign's top film ads of 2023. The film, directed by Jeff Low, compared Pringles' multigrain range to a performing hamster because both were "Wonderfully different". Hamster-sized posters were also displayed across London as part of the campaign.

In addition, Pringles rebranded for the first time in 20 years in 2021 with a makeover of brand mascot Mr P. The brand launched in the UK in 1991.

Kellanova and FCB did not respond to requests for comment.