The Media Business Group has scooped an estimated pounds 4 million
worth of new business, picking up the supermarket chain, Budgens, and
the animal welfare charity, the Blue Cross.
The bulk of this new business comes from the pounds 3 million Budgens
account which was won without a pitch. The supermarket chain has also
brought in Da Costa and Co to handle the creative side of the newly
expanded account, replacing its incumbent agency, Relationship
Although Budgens’ marketing director, Stephanie Rice, refused to reveal
advertising plans, the appointment of the Media Business, together with
the recent store redesign, signals the launch of a major advertising
Nick Lawson, the new-business director at the Media Business,
commented: ’This is an exciting project for us to work on. It is not
often you get the chance to work on a recognisable brand with little or
no previous advertising baggage.’
The pounds 1 million Blue Cross business comes as the charity rolls out
its first above-the-line advertising campaign, which is launched to
celebrate its centenary year.
The national 48-sheet poster campaign, which will run until mid-January
1998, has been created by the Ideas agency. Posters will run on Mills
and Allen sites.
Last year, Budgens, which is one of the UK’s oldest supermarket groups
at 125 years old, concentrated on the introduction of its pioneering
Visa loyalty card. The card allowed customers to pay for their main
shop at larger rival stores and to spend the reward points at the
smaller Budgens outlets. But Budgens spent virtually nothing above the
line, and had no incumbent media agency.