Thresher to plug brand outside of niche media

Thresher Group is set to launch a two-pronged consumer media relations campaign for its own-branded wine shops in a bid to emphasise its expertise beyond the specialist wine media.

The retailer has appointed the consumer arm of City PR specialist Financial Dynamics – Thresher’s retained corporate PR adviser since 2001 – for a local and regional media campaign to promote store relaunches and a national consumer campaign to communicate its specialist knowledge of wine and food.

Thresher has now ceased to work with consumer public relations specialist Starfish Communications, which was hired last year (PRWeek, 28 February 2003).

The first findings of two Thresher-sponsored quarterly studies are released this week. One study focuses on consumer knowledge of wine and wine brands, while the other looks at the buying habits of wine drinkers, incorporating the food they consume.

FD Consumer Dynamics partner Rebecca Ellis-Owen said the studies would position the retailer as a wine and food specialist to combat the loss-leader pricing of large supermarkets.

She said the studies would allow Thresher to extend its coverage beyond the wine pages of magazines and papers to include home and lifestyle sections.

The campaign will plug Thresher’s wine ranges – Origin and Radcliffe’s Regional Classics – and will also incorporate the retailer’s diversification into food following the purchase of leapingsalmon.com in July 2003 .

Thresher Group owns around 2,000 stores, about half of which are Thresher-branded. After its takeover by Nomura PFG in 2000, it undertook a three-year programme to revitalise the business, culminating in store relaunches earlier this year and concept shops with extended food sales.

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