TCG Scotland wins Golden Wonder job

The Communication Group in Scotland has been appointed to handle

consumer PR for Golden Wonder.

TCG sealed the six-figure account on a retained basis. It is to organise

a national brand-building campaign, focusing initially on consumer media

relations and sampling activity in Scotland.

Having previously organised tactics behind two flavour launches for the

snack food manufacturer, TCG was selected without a competitive


The account, which includes support for brands such as Nik Naks and

Wheat Crunchies, and product launches such as Nice & Spicy crisps, will

be handled from TCG's Edinburgh office, with support from London.

A three-strong team comprised of Scottish office MD Clare Meikle,

account director Audrey Mill and senior account executive Stephanie

McGregor will work on the account, reporting to recently-appointed

Golden Wonder marketing director Paul Boothman.

'Research showed there was a perception that the brand was slightly

old-fashioned. TCG is tasked with increasing Golden Wonder brands'

appeal in the 18 to 35 age group - giving the brands a more youthful

edge,' Mill said.

Boothman said TCG had sealed the contract on account of its work on the

launch of special edition crisp flavours 'Golden Gobble' (turkey and

stuffing) and 'Quite Naughty' (tomato and mayonnaise) earlier this


Boothman cited a front-page slot on The Sun's Scottish edition and the

use of a Bill Clinton lookalike and survey on the 'naughtiness' of

Scottish people as evidence of TCG's inventiveness.

Golden Wonder joins Red Bull, Motorola, The Gleneagles Hotel, Nationwide

and London Electricity on TCG's client list.

Set up in Edinburgh in 1947, Golden Wonder is now based in Market

Harborough. It had sales of more than pounds 161m in 2000.

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