The Sunday Times has signed a deal with Innocent Drinks to promote the smoothie company’s free music festival, Fruitstock. The festival will be promoted in a series of co-branded ads in The Times and The Sunday Times, and the newspapers will have a branded area at the event.
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.