Restaurant chain Leon has increased its outlets by 50% over the past year and grown breakfast sales thanks to a carefully orchestrated campaign done on a minimal budget. In the second of Marketing Week’s shoestring marketing series, marketing manager Saskia Sidey explains how.
Leon is hoping to make its marketing ‘as pioneering as its proposition’ as it appoints Kirsty Saddler as its first ever brand and marketing director.
Co-founder Carl Pei on how the brand is taking on Apple with its high-end, low-price products and word-of-mouth marketing strategy.
After leaning on insight from a customer poll, Pret A Manger is set to launch a standalone vegetarian shop and group marketing director Mark Palmer believes more brands should crowdsource ideas from the public to ensure new launches are successful.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From experiential and events being named B2B marketers’ main priority for brand investment to the inside story from Hovis’s first CMO, it’s been a busy week. Here is my take.
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
More than 30,000 people have taken part in Marketing Week’s Mini MBA series since launch, with the feedback overwhelmingly positive.
Hovis, which was founded in 1886, is a brand blessed with a “treasure chest” of distinctive assets, says new CMO Mark Brown. His job is to deploy these in relevant way to drive demand for the brand.