AUNT Bessieʼs, owned by the William Jackson Food Group and one of the UKʼs leading food producers, has appointed Outside Line as its digital agency to bring to life its ʻA helping handʼ messaging through social media.
The agency will launch a socially-led campaign with the aim to increase occasions of enjoying the Aunt Bessieʼs range beyond the traditional Sunday roast with new product launches, trials and cross-profile promotion also included.
Outside Line will lead the social media programme by launching the much-loved brand on Facebook for the first time. This will form a hub to provide customer service, creating and rewarding loyalty, while communicating directly with consumers as well as expanding an existing Twitter profile.
The award-winning agency will work alongside Aunt Bessieʼs creative agency, VCCP and public relations team, Good Relations.
Outside Line has a breadth of experience in managing social media channels having worked on ongoing campaigns for brands such as Cravendale, Lurpak and Twinings.
Lorraine Crowe, marketing manager at Aunt Bessieʼs, said: “2011 looks set to be a big year for us and we want to ensure we maximise awareness of our products and connect with our fans with an engaging social media presence. The UK loves our products, but itʼs important we continue to show both the variety that we offer and that they can be enjoyed on lots of different occasions.”
Ant Cauchi, one of the founders of Outside Line, commented: “To work with a brand such as Aunt Bessieʼs, which has such strong recognition and emotional connection to its consumers is really exciting for our team. There is so much scope for us to explore via all digital and mobile channels with so many opportunities that we canʼt wait to get going.”
Outside Line recently announced the acquisition of Ingenious Media Active Capital’s shareholding and appointed Steve Leach, founder of bigmouthmedia, as chair of the board.
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