Birmingham markets eye 'Jamie Oliver generation'

Birmingham's council-managed Bull Ring Markets collective has retained Rave Communications on a brief to woo the 'Jamie Oliver generation' to its stalls.

Rave, which won the £200,000 account after a five-way pitch and has worked for Bull Ring Markets since 2004, will also highlight the benefits of markets against supermarkets, which usually use far more packaging on their products.

Bull Ring Markets comprises a family of four retail and wholesale grocery markets in the city centre.

‘Traditional markets are good for the environment, because they use minimal packaging and are a source of healthy eating products, and they are now beginning to attract a new breed of shopper,’ said Rave MD John Wilford.

‘We will have to be almost schizophrenic with our PR at times. Retaining the core market customer, but also attracting wealthy city individuals who want fresh lobster, eels and suchlike,’ he added.

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