Mars seeks roster in bid for more creative strategy

Confectionery giant Mars is on the hunt for a roster of consumer agencies as it seeks to develop more innovative and creative campaigns.

Big sellers: Mars is looking to promote Bounty, Milky Way and Revels
Big sellers: Mars is looking to promote Bounty, Milky Way and Revels

The US company has been in talks with a number of agencies in the UK with a view to creating a roster of consumer consultancies. It is looking to raise the profile of both its chocolate and non-confectionery products.

A spokeswoman from Mars said the roster would cater for what she described as ‘secondary brands’ across its three main business areas – petcare, chocolate and food.

She declined to specify which products constituted ‘secondary brands’, but the chocolate category is thought to include big sellers such as Milky Way, Bounty, Revels and Tracker.

Mars’ non-chocolate brands include Pedigree, Whiskas and KiteKat, while its food unit includes Uncle Ben’s, Dolmio and Masterfoods. It is not known which, if any, of these brands are included in the process.

Mars confirmed it was in contact with a number of consumer shops and that the work would not affect Freud Communications’ public affairs and corporate PR work.

The brand has issued a formal RFI asking agencies to register their interest and to send financials to procurement by mid-July.

Mars is looking to devise more innovative and creative strategies to stimulate spend in chocolate.

It aims to build on successful brand extensions such as its M&M branded store in Leicester Square to increase the level of engagement consumers have with its products.

The successful agencies will be called on to work on a project-by-project basis across brands.

The company’s consumer roster was last refreshed in 2008 when Brando, Ketchum and JCPR were brought on to the roster. None of these agencies remains engaged by Mars.


Mars in the news

  • Mars, which signed up to the Government’s Responsibility Deal, plans to stop producing king-sized chocolate by 2013. It has also announced it will no longer target under-12s.
  • Mars has extended its Uncle Ben’s rice range with the launch of ‘Twice the Fibre’ products, in response to what it describes as a growing demand from UK consumers for products with increased health benefits.

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