Band and Brown helps Somerfield top shopping list

Supermarket chain Somerfield is vying to grab the media spotlight from rivals Tesco, Sainsbury’s, Safeway and Asda with a national media push.

Supermarket chain Somerfield is vying to grab the media spotlight

from rivals Tesco, Sainsbury’s, Safeway and Asda with a national media

push.



The company, which ranks fifth among the UK’s biggest supermarkets, has

hired Band and Brown Communications to run the programme, worth just

under pounds 100,000 in fees.



The appointment was sparked by the resignation of Somerfield’s agency

Corixa Communications at Christmas after ten months.



A core element of Corixa’s brief was to manage store re-launches as part

of a nationwide exercise to re-brand Gateway stores to the Somerfield

name. At the end of last year this local PR element was taken

in-house.



Somerfield’s marketing department will now manage local PR for the 100

Gateway store refits.



Somerfield PR co-ordinator Carol Baker said she believed Corixa’s

decision not to re-pitch was due to the change in brief. The new brief

is designed to raise Somerfield’s media profile to the same level as its

four main competitors.



Band and Brown chief executive Nick Band commented: ’Supermarkets are

highly competitive in every activity including public relations. We need

to get Somerfield back on the agenda.’ he added. ’Journalists don’t

think of Somerfield first.’



Corixa managing director Helen Marsden told PR Week: ’after a lot of

discussions with Somerfield I felt they could no longer provide us with

an environment to add value to their business.’



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