By Gillian West Cookware brand Le Creuset is celebrating its 90th anniversary with a campaign that aims to move the brand away from being rooted in the cookware category to instead reflect how people see it as a benchmark for quality and as a desired, lifestyle brand. ‘A thousand memories shared’, created by krow Communications, centres on celebrating the life-long memories created with family, friends and food with Le Creuset focusing on the emotional reasons to buy or invest in the brand. “We want Le Creuset to be perceived similarly to other premium luxury brands,” explained Neil McIntosh, head of marketing for Le Creuset UK. Read full story › Source: The Drum...
Read MoreBy David Burrows Consumers’ appetite for sustainable products – which seemed insatiable before the 2008 financial crisis – is again growing ravenous as the economy recovers from recession. Food brands in particular are now seeing ethical sourcing, not just affordability, as a key differentiator once more. The Soil Association says that UK sales of organic products rose 4% to £1.86bn in 2014, against a backdrop where overall food prices fell by 1.9% and consumer spending on food dropped by 1.1%. In the catering industry, organic sales rose 13.6% to more than £7m. Big brands are now making a new effort to respond to accelerating demand Read full story › Source: Marketing Week...
Read MoreM&A round-up: The rise of channel marketing and the decline of 'conventional' ad agency acquisitions
By Barry Dudley As the month of May draws to an end, one thing leapt out at me as I looked back at some of the deals of the past four weeks or so – and that was that of the dozen or so deals done during the month, hardly any were ‘conventional deals’. When I say ‘conventional’, I mean an ad agency buying out, or acquiring, a majority stake in another agency, or two agencies merging. But this kind of deal has been in decline – if that’s the right word – for a while now. These days, it’s all about acquiring capabilities – Read full story › Source: The Drum...
Read MoreBy Omar Oakes Pilgrims Choice cheese will launch its first TV ad for over two years on Monday, with a spot that uses a soundtrack chosen by viewers in a public vote. Read full story › Source: Campaign...
Read MoreBy Gurjit Degun Paddy Power has taken out an ad in today’s Daily Star calling for Sepp Blatter to “f**k off already”, following this week’s Fifa bribery arrests. Read full story › Source: Campaign...
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