Kim Wilde – famed for eighties pop hits such as Kids in America and noughties advertising for Holland and Barrett – is set to front the new PR campaign for kitchen retailer Magnet.
Wilde will spearhead the initiative to push the ‘Urban Citrique’ range to consumers, in an effort, steered by Magnet’s PR agency Brazen, to widen the brand’s appeal to more ABC1 mums.
As such she will be showing consumers how to create a kitchen garden, passing on her favourite home-grown recipes and relaying home interest and parenting tips (Wilde is a parent and author of the book ‘Gardening with Children’).
The campaign will be pushed out to the consumer press, with Wilde featuring heavily on the Magnet website.
A Brazen spokesperson told How-Do that there were no plans for Wilde to star in any of Magnet’s upcoming advertising campaigns.
A Wilde young thing
In a statement released to announce the signing, Anjum Ahmed, Magnet’s head of marketing, commented: “Kim’s passion for her children, the family, ethical living, cooking and the garden makes her the ideal ambassador for the Magnet brand.
“She will help to grow our media voice in core home interest titles, as well as generate press coverage for the brand in women’s, parenting, gardening and cookery titles – all read by our main target audience.
“The campaign will focus on the kitchen as the heart of the home and encourage families to turn off the TV to partake in fun and practical activities such as horticulture and cooking.”
CheethamBellJWT, also based in Manchester, handle Magnet’s main advertising account.
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