Nestle pitches for Big Boy and Rolo brand campaign

PR Week UK, Friday, 04 October 2002, 12:00am,

Food and drinks giant Nestle UK is staging a consumer PR pitch for its Rolo brand.

The company this week invited two of its rostered agencies - Hill & Knowlton and Ptarmigan - to compete for the business.

Nestle senior PRO Deborah Tilley said the agencies would have 'around two weeks' to come up with proposals for the brand.

The key objective of the consumer campaign will be to use 2003's comms slogan - 'Discover the power of the last Rolo' - to maximise publicity for the brand.

Tilley said the national, regional and consumer press would be targeted.

She added that 20 to 30-year-old women are likely to be the target audience for the campaign.

The agency will also handle PR for the launch of the Valentine's Big Boy, a 30g single Rolo in a gift box.

January 2001 saw the launch of bite-sized Little Rolos. Consumer PR for the launch was handled by H&K.

The pitch will be overseen by Tilley and Rolo brand manager Anna Chipchase.

In the past month, Rolo has had a change of recipe, with Nestle promising 'new wickedly smoother chocolate'. This tagline appears on the latest packaging.

The other agencies on the Nestle roster - who will not be invited to pitch for the Rolo business - are The Impact Agency, Freud Communications and Barclay Stratton.