The old ones are always the best, as they say. Last week the Diary was sharing a drink with a cheerful beer marketing man when the conversation turned to that old workhorse of Scottish & Newcastle, the cheap and cheerful Kestrel lager.
“Well, you know what they always used to say about Kestrel,” he says.
“It’s like making love in a punt. It’s f…… close to water.”
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.