Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

HOVIS ADDS BRITISH FARMERS LOAF

Premier Foods is ramping up its association with British farmers with the launch of a premium Hovis loaf, writes Sarah Shearman.

The British Farmers loaf, available in wholemeal and white variants, is made from 100% British wheat and is Hovis' biggest launch of the year.

It is being backed by a pounds 3.5m integrated campaign, created by Dare. The TV ad, which broke last week, depicts the relationship between a father and son, overcoming the daily challenges of working on a farm, to portray the hard work that goes into making each loaf. It is supported by radio, digital and PR activity.

Hovis is also sponsoring British Sandwich Week and is running the 'Ultimate British sandwich' campaign, which is fronted by model and TV personality Jodie Kidd.

CHANEL NO 5 SIGNS UP BRAD PITT

Chanel has signed up Hollywood actor Brad Pitt to be the new face of its No 5 perfume brand, writes John Reynolds.

Last week, Chanel disclosed on Twitter that Pitt will star in its forthcoming ad campaign. It will be the first time that the perfume has been promoted by a man.

In 2004, a high-profile TV ad featuring Nicole Kidman, a previous Chanel brand ambassador, was directed by Moulin Rouge director Baz Luhrmann The ad reportedly cost dollars 60m.

SAINSBURY'S REVENUE UP 5.6%

Sainsbury's chief executive Justin King has claimed its marketing initiatives, such as 'Brand match', have improved consumer perception of the supermarket chain as it unveiled a 5.6% increase in annual revenue (excluding VAT) to pounds 22.3bn last week, writes Matt Chapman.

Pre-tax profits fell 3.3% to pounds 799m for the year to 17 March, although on Sainsbury's preferred underlying measure, pre-tax profits climbed 7.1% to pounds 712m.

The retailer attributed its performance to marketing initiatives, including the 'Live well for less' brand positioning and 'Brand match' price promise.

King said: 'We are succeeding by understanding what our customers want, supporting and inspiring them to 'Live well for less'. 'Brand match', combined with our use of coupon-at-till, has improved Sainsbury's price perception, while retaining the benefits of our heritage in quality and service.'

FORD ROLLS OUT FIRST PEERPERKS

Ford is targeting 'social influencers' in the automotive sector with a 'perks' scheme, as it looks to drum up awareness of the launch of its B-Max people carrier.

The automotive company is using PeerPerks, PeerIndex's social-media influence-marketing platform, to identify 1000 social-media users who have influence on topics such as automotives, technology and lifestyle in six European markets.

It is the first time that Ford has used the marketing platform.

Ford will send the influencers, who have signed up to PeerPerks, an exclusive hologram of the new car, which incorporates technology used by the US military to provide previews of the B-Max in 3D. SS

VINNIE'S GOT MILK

Vinnie Jones has been revealed as the latest celebrity to front the 'Make mine milk' campaign, which encourages consumers to drink low-fat milk, writes Loulla-Mae Eleftheriou-Smith.

Last week, an outdoor campaign starring the former-footballer-turned-actor went live on UK buses. It is being supported by digital and press activity, with the strapline: 'You know what's good for you.'

Jones will also star in a series of online videos under a section of the Make Mine Milk Facebook page called 'Vinnie's advice corner'. He will give advice on topics ranging from relationship break-ups to healthy eating.

BT POSTS 16% RISE IN PROFITS

BT has reported a 16% rise in pre-tax profits to pounds 2.42bn in the year ending 31 March, helped by a 23% increase in the number of subscribers to its pay-TV service and growth in its super-fast broadband offering.

Although strong demand for its broadband service and spending cuts had boosted profits, revenues fell 4% to pounds 19. …

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