Budgens gives pounds 3m retail campaign to Da Costa and TMBG Business

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 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

Marketing International.



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

campaign.



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.



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