WFCA picks up £3.5m Budgens ad business

Budgens has appointed WFCA Integrated to handle its £3.5m through-the-line advertising business. Its brief is to highlight the chain’s fresh food and value-for-money approach.

The Tunbridge Wells-based agency beat competition from incumbent Da Costa & Co and three unnamed agencies. The media business, which is handled by Total Media, is unaffected by the appointment.

Budgens is aiming to relaunch the brand by highlighting its fresh food offerings. Last year, it announced plans to pilot a takeaway service in one store, offering Indian, Chinese and pasta dishes, as well as a rotisserie section (MW December 12, 2001).

WFCA chief executive Michael Richards says: “Budgens is a hidden gem with big ambitions. And, through a significant integrated marketing campaign, it’s WFCA’s job to help it liberate the truth of its product.”

WFCA has also been appointed to develop a global marketing communications campaign for loudspeaker brand Bowers & Wilkins. Richards says the agency’s task is to “develop the brand beyond anoraks”. Press ads across UK lifestyle and specialist titles will break in May.

B&W’s range of speakers start at £160, moving up to top-of-the-range Nautilus, which retail at £36,000 a pair.

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