Nestle puts £15m into loyalty drive

LONDON - Nestle UK is to embark on a multimillion-pound CRM push for its coffee brands following its appointment of direct agency Joshua to handle the business.

The company is to expand its Pick Me Up loyalty scheme, which it set up last year, and is investing up to £15m in the activity to urge customers to trade up through its coffee brands, which include Nescafe and Gold Blend.

Joshua, which was hired after a pitch against a number of non-roster agencies, is expected to link the loyalty activity to Nestle's advertising.

Relationship marketing for Nestle beverages is handled globally by MRM Partners and OgilvyOne. It is not thought the appointment will affect these arrangements.

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