Shine Communications has been appointed to handle consumer PR for
Birds Eye Wall’s premier ice cream brand Magnum.
The account, worth six figures, was handed to Shine following a
three-way pitch. Previously, PR was handled in house and it is the first
time the brand has undertaken consumer PR activity.
Michael Frohlich, Shine account director, will head the account,
reporting to Stephanie Moakes, PR manager for Magnum. Activity will
include PR for the launch of new brands, including Magnum Double
Chocolate, which will be accompanied by a pounds 7.5 million advertising
and direct mail campaign.
It is part of a pounds 20 million marketing spend to push the
Unilever-owned Wall’s ice cream range which has 69 per cent of the ice
cream market in the UK.
Previously, major ice cream manufacturers made exclusive deals with
small shops, supplying a freezer on condition it was only stocked with
its own products. B,ut at the beginning of the month, the Competition
Commission ruled that this was illegal, and that up to half of the
freezer could be used by other brands.
With retailers able to choose to sell the most popular products,
manufacturers are keen to maintain their share of the impulse market.
This is said to make up one third of ice cream sales - estimated at
between pounds 600-pounds 900 million a year.