The Thresher Group off-licence chain has appointed Heresy to handle advertising for its new retail concept, threshers+food. The group’s advertising account is worth &£1m.
The agency was appointed without a pitch. Its brief will be to promote the convenience store format, developed after the retailer bought the Leapingsalmon food brand last year. The campaign will target young shoppers. The press and poster campaign will break before Christmas. BLM Media handles media planning and buying.
Last year the group launched an outdoor campaign for the threshers+food stores, created by roster design agency Red Lion. The ad used the tagline: “Great taste, close by”.
Thresher Group marketing director Kevin Styles says: “Threshers+food is a new retail concept that combines great wine and high-quality food from a local store at a good price – with none of the hassle of a supermarket.” He adds that the appointment of Heresy marks Thresher’s determination to build a strong presence in the food retailing sector.
Thresher launched a customer magazine called Flavour this summer. It is produced in house and is available in 750 stores. It is also delivered to 100,000 homes near a thresher+food convenience store. Flavour is a quarterly, A5, glossy lifestyle magazine. The magazine is part of the retailer’s strategy to move into the convenience market and focus on both drink and food.