Shine wins first consumer brief for Magnum PR

Shine Communications has been appointed to handle consumer PR for Birds Eye Wall’s premier ice cream brand Magnum.

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.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in