NEWS: Ice-cream work scooped by H&K

Hill & Knowlton’s marketing communications division has scooped a six- week project to relaunch Birds Eye Wall’s ice-cream brand Carte D’Or in the UK.

Hill & Knowlton’s marketing communications division has scooped a six-

week project to relaunch Birds Eye Wall’s ice-cream brand Carte D’Or in

the UK.



Helen Whittal, PR manager for Birds Eye Wall’s, confirmed H&K had beaten

Burson-Marsteller in a pitch to handle the relaunch campaign for the

brand which runs through to the end of April.



But B-M remains the firm’s corporate public relations adviser, and one

of a number of agencies that provide project support across the Birds

Eye Wall’s product range, said Whittal.



The Carte D’Or brand was launched and then withdrawn from the market in

the 1980s.



The brand, market leader in France, will join Birds Eye Wall’s brands

Gino Ginelli and Ranieri in the premium take-home ice-cream market in

the UK, which is estimated to be worth in excess of pounds 100 million a

year.



The Unilever subsidiary controls over 40 per cent of the overall UK ice-

cream market.



H&K’s brief is to prime-pump consumer awareness of the brand through

sampling and media exposure ahead of expected advertising support later

this year.



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