Merlin Publicity triumphs in four-way Nestle pitch

Nestle has appointed Merlin Publicity after a four-way pitch to

beef up the promotion of its brands among wholesalers and the catering

industry.

The B2B contract, due to start on 1 January, will involve liaising with

trade publications, food wholesalers and retailers to promote the food

giant's out-of-home division, called Nestle Foodservice.

Nestle wants to reposition its brands - which include Nescafe, Maggi,

Chef, Herta, Rowntree and Cross & Blackwell - as strong names among

wholesalers and retailers.

The PR campaign will focus on building the Nestle brand name and

includes the promotion of a new consultancy hotline for restaurants and

other eateries to offer direct advice on food preparation.

'The company believes more could be done to push the Nestle brand name

among clients,' said Merlin account manager Rebecca Riches.

Riches explained that Nestle had also employed a team of cooks who will

be drawn upon by clients seeking telephone advice on food.

Kent-based Merlin Publicity, which has specialised in the food service

sector for ten years, has clients including Quaker Trading, British

Bakels and Westler Foods.

Nestle Foodservice's incumbent PR agency Meteorite Communications also

pitched for the work, along with Bristol-based Aspect and Barclay

Stratton in London.

Merlin's first project will be promotional work at the Hotelympia

catering exhibition in London next February where Nestle will unveil new

products.

The Merlin team reports to Nestle Foodservice commercial controller

Quentin Knowlson.