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Chicago is Brazen’s kinda Town |
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Monday, 09 July 2007 |
Food group Schwan’s has appointed Brazen in Manchester to handle the PR account for its frozen food brand Chicago Town. The work takes in consumer, trade and community activities.
Three other agencies pitched for the business: two from Manchester and one from Buckinghamshire. Communique, which had held the business for eight years did not repitch. Staniforths, which had just completed a three month project for the company, is understood to have been one of the three.
Chicago Town has a 24% share of the UK market for frozen pizzas. The market leader is Goodfellas. US owned Schwan’s is the sixth largest overall frozen food brand in the UK.
Paula Wyatt, marketing manager for Schwan’s told How-Do that: “Brazen demonstrated an extra level of consumer awareness and that’s an area of weakness for us.”
The contract will run initially for six months but assuming all goes well, Wyatt confirmed the account will move to a rolling annual basis. The value of the contract is not disclosed.
Jennifer O’Grady at Brazen said: “Chicago Town is one of the top brands in the North West and we’re really looking forward to bringing a Brazen approach to their PR messages.”
Wyatt added that community PR would play a part in the contract as with 350 staff in Leyland, an area of high employment, “attracting good staff is always an issue.” Leyland is Schwan's European hq.
Schwan’s places a lot of business with the region’s marketing services companies.
It launched a new ad campaign through BDH\TBWA earlier this year with the media bought by Mediaedge:cia. Schwan’s also uses a number of companies for its web requirements but Wyatt added that recently, much of this work has gone to Digerati in the BDH\TBWA stable in Manchester.
www.brazenpr.com/
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