Digital marketing agency Spike has been appointed by leading online classified platform, Gumtree, to help manage and grow their paid search campaigns. Spike will support Gumtree’s ambitious plans to scale with data insight, audience building, ad copy, and channel optimisation, to help improve performance at a brand and campaign level. Following a competitive pitching process, Spike was selected due to its experience in classified ads websites, including automotive experience, which is a key vertical for Gumtree.
Morrisons, along with leading creative agency Live & Breathe, has the launch of Morrisons’ clothing brand, Nutmeg, on TikTok. The new channel aims to boost the brand’s growth, awareness and relevance among fashion consumers. After growing Nutmeg’s Instagram followers by 20% last year, Live & Breathe wanted to replicate this success on TikTok. The launch will begin with a content stream designed to engage a TikTok audience that expects to be entertained first and sold-to second. The brand will work with brand ambassadors on TikTok to deliver messages of “budget-friendly fashion and thoughtful personality”.
After successfully supporting Digital PR strategy in 2024, Leeds digital marketing agency Wolfenden has expanded its support of garden retailer J. Parker’s organic strategy, introducing SEO activity. Following a surge in growth over recent years and the expansion of production facilities in 2021, Manchester-based family business J. Parker’s is dispatching more nursery-fresh plants and bulbs directly to customers than ever before. Initially choosing Wolfenden to support standalone Digital PR strategy in early 2024, the relationship has blossomed after seeing significant success within this space. J Parker’s have now expanded channel activity, appointing Wolfenden to also support driving the total organic strategy forward through technical SEO.
Wasabi, the popular Japanese and East Asian-inspired fast food chain, has announced the appointment of Recipe Media as its new media planning and buying agency, following a competitive pitch process. With a focus on expanding the brand’s reach beyond its core London locations, Recipe Media will lead Wasabi’s marketing efforts to enhance awareness and increase retail sales of the brand’s growing line of grocery products, currently available in major supermarkets Tesco and Sainsbury’s. As part of the new strategy, Recipe Media will target key consumer groups, particularly empty-nesters and pre-family audiences, to promote Wasabi’s Meal for One range. Recipe Media will introduce an innovative mix of media channels, including video, digital, and outdoor advertising, with the first campaign set to launch in April.
UK bed retailer Dreams has launched its new multimillion pound brand platform and campaign, ‘Finding You a Bed That Loves You Back’. The brand platform was crafted by Dreams’ recently appointed lead creative agency, Drummond Central, which was tasked with developing a long-term brand platform for Dreams that sets it apart from its competition and works across multiple channels. The brand platform is being launched in parallel with a new campaign in which Dreams’ beds are brought to life and transformed into characters with their own voices. The campaign launched on 14 March across TV, BVOD, SVOD, audio, social, PVOD, and sponsorship.
Scottish bakery brand Bayne’s The Family Bakers is celebrating its 70th anniversary with the introduction of a new animated character, Baynesy, thanks to Lewis and Tayburn. The development of Baynesy was a result of a close partnership between Bayne’s and Lewis and Tayburn. Utilising advanced animation techniques, the teams have ensured that Baynesy is more than just a static figure – he’s a lively and interactive presence designed to evolve with Bayne’s brand identity. Whether through playful motion graphics on social media or interactive online integrations, Baynesy’s digital-first approach makes him a standout addition to the bakery’s marketing strategy.
Last Saturday, March 15, during Consumer Week, Burger King® launched an unexpected stunt: the brand distributed exclusive discount coupons in a hyper-targeted, geolocated way, strategically placed in search results for competitor locations on Google Maps. Photos were taken and posted locally on the pages of over 1,000 competitor restaurants across 24 Brazilian states. This organic initiative took place on World Consumers’ Day, one of the biggest retail dates in Brazil, aiming to grab consumers’ attention and drive engagement. The strategy was 100% organic, leveraging Google itself to spark engagement and conversation—using a free feature available to all users: Local Guides. The initiative reinforces Burger King®’s reputation for bold campaigns that cost less than the competition but create huge buzz and earned media impact. The campaign was developed in partnership with Almap, the agency behind the activation and recognized as the most effective in the world by the Effie Index.
The ‘Creator Perspectives’ report, commissioned by Influencer and Crowd DNA, found that 54% of creators say that understanding a brand’s marketing KPIs would lead to far better results, as they’re often left guessing as to what brands actually want. The report is based on insights from 500 content creators. 64% of creators said they want to learn about the measures of success that are important to brands so they can create content that’s more aligned with marketing goals, while 57% want to learn about their role in the wider marketing world. 72% of creators prefer long-term partnerships, yet only 54% have them. 76% of creators customise content for each platform, but 64% say brands don’t understand the level of time and effort this takes
