Twinings UK has appointed former United Biscuits (UB) marketer Claire Hodge as marketing director. She replaces Chris Rigby, who left the company in October last year after just eight months.
Hodge, who takes over the role next month, will be responsible for Twinings’ full portfolio of brands, which includes hot teas, iced teas and hot chocolate as well as the Ovaltine, Options and Jacksons of Piccadilly brands. She has also been charged with building on the success of the brand’s existing portfolio, and extending its position in the tea category.
She joins the tea company after a number of changes, including the reorganisation of its product portfolio and an overhaul of its packaging. The range is now classified under five flavour “pillars”, which are Classics, Light Classics, Aromatics, Twinings &, and The Reserve (MW, March 10).
It also appointed Lowe to handle its advertising account in October, after parting company with Leagas Delaney over “creative differences”. Hodge is not expected to review the company’s advertising arrangements.
Hodge was most recently the interim marketing director at Wilkinson Sword. She was previously the marketing director of snacks for UB UK, responsible for brands such as McCoy’s, Hula Hoops and Mini Cheddars.