Virgin Radio has signed a cross-promotional deal with Nuts, the men’s weekly magazine owned by IPC Ignite!. The content deal will see breakfast show presenters Pete and Geoff write a column for the magazine and Nuts editor Phil Hilton will appear on the show.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.