DR appointed to boost Somerfield in the City

Somerfield has drafted in financial PR firm Dewe Rogerson to represent it in the City, following the supermarket group’s disappointing flotation last August.

Somerfield has drafted in financial PR firm Dewe Rogerson to

represent it in the City, following the supermarket group’s disappointing

flotation last August.



Incumbent agency Cardew did not repitch. The hiring comes a week before

Somerfield’s first post-float results are reported on 17 July.



Somerfield, which ranks fifth among the UK’s biggest supermarkets, has

over 600 stores in the UK. Most stores have been converted to the

Somerfield format, although some still carry the old Gateway branding.



Somerfield has been using Cardew for the last 18 months. The flotation was

not well received by the City press, however, and shares were sold at a

hefty discount. Many observers doubted that Somerfield’s position in the

fiercely competitive retail sector had been sufficiently defined.



A Somerfield spokesman said that the company had held ’a series of

meetings’ with other agencies before appointing DR.



Somerfield continues to use Band and Brown Communications as its retained

consumer PR agency. It hired the agency in December last year with a brief

to run a major national consumer PR programme.



This is the second account that Dewe Rogerson has won over the last

week.



It has also just picked up business from Trafficmaster, the in-car traffic

information service.



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