Aroma appoints Phipps as first PR

High street cafe chain Aroma Cafes has appointed Phipps PR as its first PR agency.

High street cafe chain Aroma Cafes has appointed Phipps PR as its

first PR agency.



The agency was appointed after a three-way pitch including Pink Fish and

Borkowski Press and PR.



The account will be led by Imogen Russon, head of Phipps’ lifestyle

division, reporting to Aroma managing director David Gerrard and

marketing manager Richard Scott-Clark.



Aroma sells drinks, sandwiches and snacks and has appointed a PR agency

for the first time in order to differentiate itself from the burgeoning

competition.



’We are doing a regional roll-out and brand support,’ Russon said. ’They

haven’t done much marketing. So many cafes have been launched recently

with aggressive expansion plans and our job is to get Aroma into that

arena.’



Aroma, which was bought by hamburger chain McDonald’s in March last

year, was set up in 1991. At present it has 37 cafes and expects to

number more than 60 by the end of 2000.



Advertising agency BMP DDB has created a new campaign for the chain.



The attempt to market Aroma as a ’premium’ outlet will be supported by

the tagline ’Aroma therapy’.



Phipps’ food and drinks clients include The New Covent Garden Soup Co,

Whole Earth Foods and Green and Black’s chocolate.



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