Foodstuffs for thought
Specialist customer relationship management (CRM) and loyalty agency justONE has been appointed to work with Foodstuffs on its brand portfolio, which includes New World, Pak ‘N’ Save and Four Square.
“justONE has a proven track record working in loyalty marketing. Getting them on board as we start to shape our customer engagement programme will help ensure we deliver the best possible solutions to our customers,” says Steve Bayliss, group general manager marketing for Foodstuffs New Zealand. “justONE’s understanding of retail loyalty and the need to develop strong long-term strategic value in this space will be a real asset.”
Globally, says justONE managing director, Ben Goodale, the supermarket category is particularly innovative in terms of understanding and encouraging customer loyalty.
“In fact, many would say supermarkets are leading innovations in this space. The opportunity to create tools that allow us to optimise the customer’s experience is huge,” he says. “Being able to work with an organisation such as Foodstuffs, which has large numbers of customer contacts every day, opens the door for us to create new platforms which will allow consumers to shop more efficiently, making their experience more enjoyable.”
Goodale says justONE isn’t taking over from any of Foodstuffs existing partners, which include .99, DraftFCB and Loyalty NZ.
justONE works with the likes Farmers, Subway, Farmlands and Ziera and it won gold at the this year’s RSVP Awards for its work on Farmers Club and Subway’s SUBCARD, which are also up for Colloquy Awards.
Milk, two sugars
bcg2 has won the 2012 Australian campaign launch of a new product offer from D.E Master Blenders 1753’s Moccona coffee brand, and the new range will subsequently be launched in New Zealand using the same creative platform.
“bcg2 is agency of record for the Moccona brand in New Zealand, so it’s wonderful to be asked to work on the Australian launch of an exciting new development for the Moccona brand,” says Michael Jarvis, bcg2’s managing director. “We’re closely involved in the brand here, so it’ll be great to have the opportunity to develop original work for Moccona in the Australian market as well.”
The project brief required responses to be presented as media neutral brand ideas and chief executive and executive creative director James Blackwood says continued investment in building premium European brand credentials means the standard for Moccona brand ideas is incredibly high, so the agency is “really pleased to have been chosen for this project.”
Mangoes in the sun
Following on from the appointment of Colenso BBDO and Sparks Interactive to the Tourism Fiji roster, it has announced two new PR partners: Sydney-based Verve Communications and Auckland-based Mango Communications.
“These firms were selected based on highly competitive criteria following a global tender process that garnered more than 60 expressions of interest from across the world,” says acting chief executive of Tourism Fiji, Michael Meade. “Both companies demonstrated a true understanding of our core mission and we believe they will fit seamlessly with our new brand, website and social media platforms that are being launched later this year.”
Tourism Fiji is also set to announce the appointment of an internationally renowned American PR partner and is in the process of reviewing social media partners in Australia, New Zealand, North America and Greater China.
Mango, which recently lost the Tourism Victoria account to Haystac, works with clients including Specsavers, Qantas, Lion, Cadbury, McDonald’s and Tourism Holdings Limited. It also works with Tourism Malaysia, but we couldn’t get hold of anyone to find out whether it had to be resigned for the Fiji account.
“Kiwis are about to discover so much more about Fiji,” says Claudia Macdonald, managing director of Mango New Zealand.
Both agencies will begin work in July.