Nestle branding links sales push

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.

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

Dalgety.



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

sale.



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

Publicis.



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.



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