2 marzo, 2017

Tesco pushes ethical message as it looks to become a purpose-driven brand

Tesco is aiming to become a brand that is “purpose driven” with the launch of its first press campaign talking about its commitment to tackling food waste and goal that no food safe for human consumption will go to waste within its UK operations by the end of 2017. The press campaign alludes to the …

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Yorkshire Tea on upholding its challenger status and making its ads ‘culturally famous’

Yorkshire Tea has released a new campaign in a bid to sustain its sales growth in a declining tea market and deliver cut-through among consumers. The new campaign, created by Lucky Generals and launching today (2 March), sees the brand recruit multiple celebrities from Yorkshire, including TV veteran Michael Parkinson, Olympic triathletes the Brownlee Brothers …

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How to ensure brand identity survives acquisition

Skyscanner will remain operationally independent from parent company Ctrip From billion dollar deals to mergers that failed to make the cut, the past year has been a tumultuous period for acquisitions, with clashing company cultures and struggles to retain brand identities. No failed merger is more high profile right now than the cross-Atlantic tussle between FMCG giants Unilever and …

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