CLIENT OF THE WEEK: Terry’s says ditch those diets - The marketing chief aims to remove the sweetshop’s stigma, Emma Hall writes

Just when we’re struggling to shed the festive flab, Dawn French flounces on to our TV screens to remind us of the delights of Terry’s Chocolate Orange. Thanks to a new pounds 4 million television campaign by BMP DDB, dieters everywhere are looking on enviously at French’s uninhibited enjoyment of Chocolate Orange.

Just when we’re struggling to shed the festive flab, Dawn French

flounces on to our TV screens to remind us of the delights of Terry’s

Chocolate Orange. Thanks to a new pounds 4 million television campaign

by BMP DDB, dieters everywhere are looking on enviously at French’s

uninhibited enjoyment of Chocolate Orange.



Malcolm Kerr, the marketing director, confectionery at Kraft Jacob

Suchard, is the man responsible for tempting the nation away from low-

calorie alternatives and into the sweetshop. ’Like a puppy, a Terry’s

Chocolate Orange is not just for Christmas,’ he says. ’This is a very

competitive market and we need to promote the products outside

Christmas, Easter and Valentine’s Day.’



Dawn French was chosen ’because the agency recommended her and she fits

with the brand positioning’. However, it took a good six months to

refine the campaign, which is the first new work on the brand for nearly

three years. Kerr takes a business-like view of the work’s potential

longevity: ’It is a great campaign but whether or not we extend it

depends how successful it is.’



Kerr has specialised in confectionery for a year, and was put on the

board at Kraft last summer, having worked at the company since 1987.

During the last 11 years, he has been involved with a number of famous

campaigns, including Maxwell House ’get the max’ and the Philadelphia

Cheese girls.



Unipart sponsored his business studies degree at Oxford Polytechnic, and

when he decided to specialise in marketing he took an MBA at

Warwick.



His career history also takes in a stint promoting Steve Davis snooker

tables and extending the Hovis brand.



In his latest role, Kerr, a father of two, is surrounded by Chocolate

Oranges, Dime Bars, Toblerones and Terry’s All Gold. ’I love it, but

it’s difficult not to tuck in,’ he admits. Any excess calories are

worked off on the football pitch, although he admits that age is

catching up with him, and these days, as a keen Manchester United fan,

he is more likely to be a spectator than a participant.



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