Magazine article Marketing

The Week in Marketing

Magazine article Marketing

The Week in Marketing

Article excerpt

- Kingsmill halves loaf.

Bread-maker Kingsmill is rolling out variants of its existing lines to cater for smaller households. The Little Big Loaf format offers full-sized slices of bread in half-sized packs. The launch will be supported by a pounds 2m campaign, including TV ads.

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- Budweiser hires DDB

InBev UK has appointed DDB London to handle its pounds 5m Budweiser ad account. The agency won the business after a final pitch against RKCR/Y&R. Fallon, the incumbent, and TBWA\London were involved in the pitch during the early stages before pulling out.

- CityJet in pounds 4m push

CityJet, the business airline, is rolling out its first ad campaign. The push, intended to emphasise the ease of flying from London City Airport, uses the strapline 'London is our lounge'. The ads show passengers sitting at locations across the city, waiting to board a flight. The pounds 4m print, outdoor and digital activity, created by Euro RSCG London, will roll out next week.

- E.ON enters debate

E.ON is rolling out a fresh brand strategy that aims to engage consumers in a debate about energy use. The illustrated ads show characters discussing the issue in an amusing way in the style of satirical cartoons. The press, radio, direct and digital campaign launches this Friday.

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- Milka hires agency

Milka, the Kraft-owned confectionery brand, has appointed Ogilvy to its UK ad account as it looks to ramp up its presence in the British market The brand will roll out digital activity in the build-up to Christmas, before launching an advertising push in 2010.

- Morrisons' poem push

Morrisons is playing recordings of poems related to food in its supermarkets in an attempt to inspire consumers to start cooking. The 'Food Laureate' initiative, which Morrisons claims is the first in the UK, began at the end of last week. Recipe cards will also be available, which will feature tips in rhyming form.

- McDonald's PRP tie

McDonald's is supporting the Prince's Rainforest Project (PRP) with a three-week campaign against deforestation. Branded tray liners, car stickers and balloons will be handed out by the fast-food chain. The push started last week, when the PRP logo was placed on the McDonald's ad sign at Piccadilly Circus, London.

Read Gemma Charles' Green Blog at

- Bear snacks launches

Former Innocent directors Gareth Helm and Giles Brook have launched a natural snack brand called Bear. It will roll out across selected retailers and wholesalers this month. It comprises three ranges made from fruit and wholegrains.

- Nivea men's website

Skincare brand Nivea has launched an international male-grooming website to provide an online styling resource for men. The Groom Room, which promotes the Nivea for Men range, features blogs, tips and articles on subjects including sport, entertainment and fashion.

- This Morning revamp

ITV has given This Morning a brand overhaul ahead of its return to screens this week. A fresh title sequence introduces the show, and content for this series will cover topics such as food, home and garden, style and beauty, and showbiz. The rebrand was overseen by agency Lambie-Nairn and ITV Creative.

- Virtual John Lewis

John Lewis has become the first major retail brand to sign up to NearLondon, a virtual shopping, social-networking and entertainment experience. Its November launch will be promoted with 200,000 DVDs distributed with the Evening Standard. …

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