The week in marketing

Littlewoods in launch

Littlewoods, part of the Shop Direct Group, has kicked off a summer fashion push across TV, print and online to encourage consumers to shop online with the brand. The 'Whoever you are, shop your way at Littlewoods.com' campaign is being supported by a £3.3m investment.

SABMiller ad hiring

SAB Miller has appointed The Bank to handle its global ad accounts for Grolsch and Pilsner Urquell. The agency, which was already the incumbent agency on the brewer's Peroni Nastro Azzurro business, won the work without a pitch.

Ribena axes juice line

GlaxoSmithKline is discontinuing its Ribena 100% Pure Juices brand just one year after its launch, which was supported by a £5m marketing investment. GSK now plans to focus on the core Ribena squash brand.

Cipriani tackles style

England rugby star Danny Cipriani is fronting an ad campaign for fashion label Eden Park's Spring/Summer collection. The London Wasps fly-half has signed a six-month deal.

IKEA to post mag

IKEA is to stop handing out its customer magazine IKEA Family Live in stores in favour of distributing it only through direct mail following a review of its advertising sales. Publicom will now handle the title's advertising and insert sales, taking over from Mongoose Media. The distribution will change from the Autumn issue.

MySpace movie deal

Warner Bros is promoting its film Observe and Report via MySpace. The social networking site is the official partner of this week's UK premiere of the film and is offering users the chance to win tickets to the screening and after party.

Chicago Town push

Chicago Town has launched a £2m campaign aimed at aggressively communicating the message that its frozen pizzas are tastier than those of delivery chains Domino's and Pizza Hut. Focusing on its Takeaway range, the TV push, broke on Friday. It offers consumers a 100% money-back guarantee, which will be replicated on pack. It also introduces the strapline 'Voted tastier than Domino's and Pizza Hut', which is a progression of the brand's previous 'More people prefer ...' claim.

Sport sent off

Sport magazine, the free weekly distributed by hand in London, has suspended publication after French parent company Sport Media & Strategie went into administration. The title launched in the UK in September 2006.

Read Jeremy Lee on media at marketingmagazine.co.uk

KoS shifts focus

King of Shaves is demerging its division that produces shaving products for other brands to focus on its own-brand manufacturing business. The company wants to develop its Azar razor business and challenge Gillette and Wilkinson Sword for a bigger share of the shaving market.

COI picks agency

Communities and Local Government has appointed Start Creative to help brand a programme of citizen engagement, following a three-way pitch through the COI. The activity will include a campaign to increase the number of local people shaping their services and communities. The COI is also reviewing its merchandise and promotional items agency roster. The current framework, worth more than £3m a year, was last reviewed four years ago.

Beyonce tie-up

Cadbury has linked with singer Beyonce Knowles in an on-pack promotion for its Trident gum brand, backed by a £2.5m marketing campaign. Beyonce will perform at The O2 in London for 13,000 winners of an on-pack competition which can be entered through a dedicated campaign microsite at Tridentunwrapped.co.uk.

Becks' Motorola ad

AC Milan and England footballer David Beckham is to front a global ad campaign for mobile brand Motorola. Shot in Milan, the 'Aura of Beckham' ads promote the Aura handset, which takes more than two weeks to produce and has more than 200 Swiss-made components.

Watch a teaser ad at marketingmagazine.co.uk

Trainline uses sheep

Thetrainline.com is using sheep as walking billboards. Located in a field parallel to the Gatwick Airport to Reading line, the sheep have been dressed in jackets carrying the ticket-seller's logo and latest offer. The unusual ads support a TV and more traditional outdoor campaign, launched this week.

Google Chrome push

Google is promoting its Google Chrome web browser on its UK homepage, billing it as 'minimal design with sophisticated technology' to make the web faster, safer, and easier than using Internet Explorer or Mozilla Firefox. The page now has a download link to a beta version of the open-source browser.

Home, Jeeves

Cartoon butler Jeeves will return as the face of Ask.com after an absence of three years. The search engine, which has a market share of just 2%, admitted awareness of Jeeves was higher than that of Ask.com.

Triathlon sets pace

Places in The 2009 Marketing Industry Triathlon are filling up fast. The event, created by The Contact Group, takes place on Friday 10 July at Dorney Lake, Eton and is supported by Marketing, Human Race and the MCCA.

Enter the triathlon at www.humanrace.co.uk

Flora's Marathon swan song

The final Flora-sponsored London Marathon will take place this Sunday, ending the 14-year association with the event.

From 2010, the race will be sponsored by Virgin Money, which agreed an £18m sponsorship deal last year.

Flora's 2009 marathon campaign includes a dedicated website where runners can share stories and photos of past experiences. In 2008, more than 34,000 completed the race.

Other sponsors include Vittel, Fuller's and Adidas.

Fuller's is pushing its association through 'Marathon Kits', which include a drinks voucher and fleece. Its pubs along the marathon route will have London Pride-branded 'cheering areas' for spectators. Its campaign, created by DCH, also includes national press and posters.

MOST READ

Marketingmagazine.co.uk's most clicked-on stories for the week ending 17 April 2009

1. Google promotes Google Chrome web browser

2. Burger King readies UK launch of Whopper Bars

3. David Beckham to front global Motorola ad campaign

4. Green & Black's targets mainstream chocolate market

5. Capital FM hosts Summertime Ball

6. Carphone Warehouse's Michelle Henderson exits Geek Squad

7. Ben & Jerry's runs customer competition to create Fairtrade flavour

8. Twitter battles attack by computer worm

- You can follow us on Twitter at twitter.com/marketinguk and sign up for our daily alert of the hottest stories about brands, industry analysis and exclusive data at marketingmagazine.co.uk/bulletins

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