Member Article

NE creative consortium for national campaign

Three North East companies have joined forces on a national campaign for a County Durham food manufacturer. Stanley-based Intersnack has appointed brand company Different, design team The Roundhouse, and media specialists Press Ahead to relaunch its Penn State brand of pretzels.

The new image for Penn State will be rolled out from June 2008. The communications campaign includes a sponsorship deal with the Sky Movies Drama channel.

Steve Harger, marketing manager for Penn State, said: “I am delighted to be working with a wealth of regional talent on the relaunch of Penn State, and what will be an exciting and high profile campaign. In pitching for this account, all companies demonstrated a great combination of strategic thinking and creativity, and in the process they beat off strong national competition to win the business.”

Ben Quigley, managing director of Different, said: “Penn State is a brand with huge potential. Consumers are becoming more and more discerning and sophisticated in their snacking habits and our aim is to help build brand share in a highly competitive marketplace.”

Chris Lines, director of Press Ahead, said: “Penn State’s approach to the re-launch has embraced the concept of a fully integrated campaign from the start. So, not only has the PR team been able to contribute to the development of the other communications activity, we have also been in a position to properly get under the skin of the brand.”

Newcastle based design team The Roundhouse were responsible for the redesign of the Penn State packaging, and will look after a new website for the brand.

Ian Humpish, managing director of The Roundhouse, said: “We are delighted to continue our involvement with the Penn State Pretzels brand and build on our earlier work. Having initially created the current packaging design we are delighted to have this exciting creative opportunity to take the range onto the next level.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .