Multinational food giant Nestle is planning a corporate
below-the-line campaign to make more use of its name across its large
portfolio of grocery brands. The venture is thought to be the first time
that a company has chosen to draw consumer attention to the links
between its brands via point-of-sale work rather than advertising.
David Hudson, Nestle’s head of corporate communications in the UK, is
consulting a number of agencies to develop a multi-brand promotional
strategy across different sectors.
Nestle’s brands include Nestle Rowntree’s Kit Kat, Crosse & Blackwell’s
Branston Pickle and Nescafe Gold Blend. In February it added Spillers
petfoods to its portfolio, after its pounds 715m acquisition from
No one at Nestle was available to comment as Marketing went to press,
but sources confirmed pitches had taken place for the campaign. One
said: ’Nestle is the world’s biggest food company but few people on the
street would know the range of products it makes. It wants consumers to
make the connection.’
It is unclear whether Nestle is also considering an advertising campaign
to broadcast the corporate brand, but a below-the-line campaign could
prove cheaper, more flexible and raise active awareness at the point of
Over the past decade, Nestle has gradually increased the prominence of
its corporate name on packaging but has so far steered clear of
high-profile corporate advertising.
However, it has run corporate campaigns for its sub-brands. In April it
began the pan-European ’Open Up’ ad campaign for Nescafe through
Last year, it ran a tactical ad campaign linking Nestle Rowntree’s Kit
Kat and Nescafe coffee.
In March this year, Peter Brabeck, Nestle’s chief executive, underlined
his commitment to increase sales after years of sluggish growth and
failure to increase shareholder value.