Somerfield ditches Cubitt to hire CardewChancery

Somerfield, the UK’s sixth-biggest grocery chain, has replaced its long-term incumbent financial PR agency following a sweeping internal business review.

The firm has appointed CardewChancery to take over from Cubitt Consulting – the retained agency for three years.

Somerfield financial director Steve Back spearheaded the review, which also set out the retailer’s five-year strategy.

‘The review looked at all our agencies, including advertising and marketing, and we believe it’s good time to bring in new blood to add business value,’ said head of press and PR Peter Williams, who leads a five-strong comms team.

‘Somerfield has had good financial reports. We are a strong brand in the high street and do not want to play second fiddle to the out-of-town Tescos and Asdas. We were looking for a financial PR agency that can communicate this to the City,’ he added.

CardewChancery was appointed without a pitch and has been given a brief to oversee and advise on all aspects of Somerfield’s communications with the financial media and the investment community.

CardewChancery MD Anthony Cardew and associate director Nadja Vetter head up the five-strong account team and report to Back.

‘Somerfield possesses immense growth potential. Our role will be to assist the company in the delivery of its ongoing strategy to its key City audiences,’ said Vetter.

Somerfield has 1300 high- street outlets across the UK and latest financial reports showed a turnover of £5bn.

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