Somerfield meets with agencies to grow external PR

Somerfield is in talks with a number of agencies as it looks to

step up its external PR remit, less than two months after reducing its

use of consultancies.



Head of PR Matt Williams confirmed the supermarket had held 'informal

chats' with a number of agencies with a view to extending its external

PR brief.



Williams originally decided to reduce the impetus on external PR help

after assuming the head of comms role last month (PRWeek, 5

October).



At the time, the store ended its six-year association with Band & Brown,

handing a reduced brief to Clarion Communications and boosting its

in-house team.



Williams is now looking at a more adventurous strategy: 'We're now

talking to see what we can do around the repositioning of the

brand.'



On the new strategy, he added: 'We're not going head-to-head against

other stores on trolley shops. We want to exploit our niche as a quality

fresh food store and top-up shop.'



Clarion is understood to be one of the agencies in talks with

Somerfield.



Williams said new campaigns would emerge 'sooner rather than later'.



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