Superdrug hires ZPR for onslaught

Superdrug has appointed its first consumer PR agency, ZPR, in an attempt to fight off competition from the supermarkets and Boots.

The hire comes as Superdrug reviews its advertising account and prepares to boost ad spend to more than £10m, ahead of a brand campaign and store revamp in the autumn.

Superdrug held talks with at least two other agencies before appointing ZPR, whose founder Zaria Pinchbeck worked with Superdrug CEO Euan Sutherland when he was retail operations director in charge of marketing at Matalan.

Pinchbeck plans to position Superdrug as a 'trusted brand' and emphasise its 'everyday value basics'.

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