The upmarket Denby pottery brand has appointed Isobel to handle its advertising business following a three-way pitch. The brief for the agency is to revitalise the 200-year old brand.
The agency pitched against Publicis and Leeds-based incumbent Principles.
Denby pottery group managing director Garry Biggs, who joined the company last year from McVitie’s, where he was commercial director, oversaw the pitch.
The brief is to rethink the brand, retaining the recognised quality while giving the products a more “everyday dining” and accessible feel. A spokeswoman for Isobel says the campaign will challenge the traditional marketing of crockery through a range of press titles, focusing on home interest magazines, and point-of-purchase and packaging promotions.
The pottery manufacturer produces a range of styled tableware using distinctive shapes and colours that can be bought at a range of stockists or from the company’s website, denbypottery.co.uk. It claims to be the UK’s leading casual dinnerware brand.
Bank of Scotland Corporate provided a debt and equity package to support the &£48m secondary management buy-out of Denby Group from funds advised by IRRfc last December.