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
Unipart sponsored his business studies degree at Oxford Polytechnic, and
when he decided to specialise in marketing he took an MBA at
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.