Fresh
Tangerine PR and Juice Digital serve up Ross Burgers win
Following a competitive five-way pitch, leading Manchester-based PR consultancy, Tangerine PR, and sister agency, Juice Digital, have been selected by Ross Burgers to re-launch and raise the awareness of its products to its target market, using both traditional consumer and social media channels.
Under license from Heinz, the Ross Burgers brand is a division of Northallerton-based, Dalepak Foods, which is owned by Irish Food Processors (IFP), one of Europe’s largest beef processors, it has undertaken a review of its convenient and great value for money quarter pounder and 2oz burger range, with the aim to bring fun to teatime.
Tangerine and Juice will launch an ongoing press office, alongside several integrated PR and social media campaigns, designed to engage and inform the end user, as well as inject the fun personality of the brand, under the umbrella theme ‘Feed the Fun’. The programme will help build the brand’s credibility in the burger category and re-launch the burgers, which are made from only the very best ingredients, using select cuts of beef, and contain no artificial colours, flavouring or preservatives, ensuring that they are enjoyed by everyone around the dinner table.
Anne Claypole, marketing manager, Ross Burgers, explains why Tangerine and Juice Digital were selected: “Both Tangerine and Juice demonstrated that they really understood the ‘Ross mum’, and that their strategy, ideas and experience in the sector would enable them to get under the skin of our target customer. We were looking for a PR and social media partner which could take the brief and deliver quick results. Both agencies are specialists in the sector and have the skills we believe are necessary to make this campaign a success.”
Sarah Halton, director at Tangerine, added: “As soon as we met the team at Ross Burgers we felt instant chemistry, which is very important to us. We also knew our expertise in targeting young families across both traditional and social media platforms would help us build a PR plan which would help us deliver tangible results for the brand. We can’t wait to get started.”
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