Sweet treat The last bag of Woolworths pic'n'mix was sold for £14,500 at the weekend. It was auctioned on eBay by a former store manager and the money was donated to the Retail Trust, a charity for retail industry workers. The Retail Trust's retained agency Rain Communications secured impressive coverage, including the front page of The Sunday Telegraph, page 2 of The Sunday Times, BBC Radio 4 News, Sky News and BBC news online.
HOW I SEE IT
Jo Grierson, Director, consumer and healthcare, Biss Lancaster
Who doesn't have fond memories of spending their pocket money in Woolies? This campaign is a great example of a good old-fashioned PR technique - a pic'n'mix of nostalgia, charity and the current news agenda to rack up the column inches.
Whether this was a proactive initiative from the Retail Trust's retained PR agency or an enthusiastic Woolies employee determined to do his bit for charity, one cannot deny the coverage spread is impressive. I suspect the fact that the eventual bid exceeded the average pocket money spend had something to do with it, but I'm sure awareness of a relatively unknown charity has increased. It's a shame this campaign came a little too late to make a difference to sales of pic'n' mix.