Leading food and beverage company, Kerry Foods, has appointed digital and direct agency Tullo Marshall Warren (TMW - www.tmw.co.uk) to implement a best-in-class integrated digital and CRM strategy across all their brands. Kerry Foods owns 19 brands including household names such as Wall’s Sausages, Richmond Sausages, Mattesson’s Meats and Porkinson’s Sausages, along with new brands such as Low Low and Mumbai Spice.

TMW, part of the Creston Group of companies, was appointed without a pitch on the strength of previous experience and relationships with the agency amongst a number of the new senior management team at Kerry Foods.

Kerry Foods has briefed TMW to develop a long-term, value-driving digital, social and CRM strategy to help compete against private label, drive greater consumption and justify the brand premium in the minds of consumers. The work will also include the building of a central Kerry Foods database for the UK and Ireland to give a single view of customers for campaign deployment and customer services management. TMW will be migrating and hosting all Kerry Foods websites and will be developing and implementing campaigns across digital and social media (including online, direct mail, mobile and email) , as well as CRM, for all Kerry Foods brands. Given the broad extent of TMW’s remit, Kerry Foods will be making full use of all TMW’s integrated services, which include Strategy, Insight, Publishing, Activation, Creative and Digital.

Claire Winstanley, Head of Brand Development , Innovation and Insight at Kerry Foods, commented: “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!”

Chris Pearce at TMW, added: “To be appointed on the basis of our previous work and relationships, rather than through a pitch, is fantastic. But what we’re really thrilled about is the fully integrated nature of this account and the opportunity to use all our experience and the full suite of TMW services to drive growth across Kerry Foods’ brands.”

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Media contacts:
Susan Perolls at Loudmouth PR. Tel: 0207 981 9858

About TMW

TMW is one of the largest digital and direct marketing agencies across the UK and Europe, employing nearly 300 staff. It offers its clients a full range of services from strategy and planning through to creation, implementation and measurement. And, with its specialised departments - digitaltmw (digital and online consultancy), insighttmw (database consultancy and analysis), publishingtmw (targeted customer magazines), activationtmw (experiential and promotional marketing) and strategy team - it is at the forefront of new thinking, focusing more on customer needs and insights and how to fulfill them through marketing communications.

In 2006, TMW joined Creston Plc, a marketing services group comprised of nine agencies spanning market research, PR, advertising and direct marketing. The acquisition of TMW further reinforced Creston’s strength in direct marketing through both on and offline channels. The agency works with some of the most respected brands including Nissan Europe, Unilever, T-Mobile, First Direct and Diageo. For more information visit www.tmw.co.uk and www.creston.com

Published on: 2:42PM on 12th January 2010