Foods company builds single customer view
A central database containing customer data across 19 household name brands is to be created. Kerry Foods has appointed Tullo Marshall Warren to build the resource for campaign deployment and customer services as part of an integrated digital and CRM strategy. The data asset and marketing activity will cover sausage brands like Wall’s, Richmond and Porkinson’s through to new brands like Low Low and Mumbai Spice.
Kerry Foods is looking to the agency to develop a long-term digital, social and CRM strategy as part of a defence against own labels, as well as to increase consumption and support the brand premium. Alongside the SCV build, TMW will be migrating and hosting all Kerry Foods websites, developing and driving digital, social media and customer relationship communications.
The strategy builds on an existing relationship between the client and agency and the work was assigned without a pitch. Claire Winstanley, head of brand development, innovation and insight at Kerry Foods, says: “We have significant growth plans and, having worked with TMW before, we knew they could really deliver the skills and expertise in integrated digital and CRM strategy which we need to achieve our goals. Plus we knew how much we would enjoy working with them!”