A conflict of interest has prompted M&M Meat Shops of Kitchener, Ont. and Vickers & Benson to end their two-year relationship.

In May, the specialty meat retailer began distributing two chicken products from Wendy’s Restaurants of Canada, a major competitor of v&b’s client of 13 years – McDonald’s Restaurants of Canada.

Chris Styan, director of marketing for m&m, says that when the Wendy’s deal became a possibility, m&m was aware of the conflict and began discussions with v&b.

m&m has launched an agency review and a short-list has been chosen. A final decision is expected early September.

Styan says yearly broadcast billings for the account are more than $1.5 million.

That figure does not include the major part of its marketing mix – print ads and flyers.

The new agency will be responsible for the strategic creative direction for all advertising including flyers and point-of-sale material.

m&m has 102 shops in Ontario and two in Winnipeg. All but one in Kitchener are franchised. PS