Fairtrade nut brand Liberation has appointed former Procter & Gamble marketer Ilaria Ida to head its marketing. Ida, who becomes the brand’s first head of marketing and communications, will oversee the brand strategy and marketing.
She will work closely with Liberation’s agency of record Antidote. “We are currently finalising the brand framework, with workshops coming up to build a framework for our communications plan which includes digital,” Ida says.
She previously worked as a brand manager for Yardley while it was owned by Procter & Gamble. During the five years she was with the company she was involved in new product development and communications campaigns.
Liberation launched in the UK at the end of last year and has so far only used below-the-line promotional activity. Last month it took part in the annual Fairtrade Fortnight event aimed at raising awareness of Fairtrade products.
Ida will report to Ceri Willmott, managing director of Liberation. Willmott says there are new product developments in the works due to launch later in the year. Liberation nut products are available in Waitrose, Sainsbury’s and Oxfam stores, as well as in independent retailers.