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Birds Eye is splashing out a cool £300,000, its biggest ever in-store marketing spend, to support the launch of an on-pack promotion giving customers the chance to bag a soft toy of the brand’s polar bear mascot, Clarence.
Cadbury has lost another top marketer in the wake of its takeover by Kraft. Margaret Jobling is set to join Birds Eye in the new year as marketing director.
The Oscars of fmcg marketing – The Grocer’s Gramia Awards – drew the creative cream of the crop to London’s swanky Savoy Hotel this week. Alex Beckett reports on who stole this year’s show. Flummery and puffery. There’s no stomach for it, says Charity Charity, global creative director for Saatchi & Saatchi and chairwoman of this year’s Gramia Awards judging panel. “The biggest change as austerity looms is the shift towards no-bullshit advertising. People have just lost patience with flummery and puffery and by and large we’ve stopped offering it.”“That’s why the jury liked the Birds Eye work so much,” she says. The Birds Eye polar bear winner …
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