Media Mix: McCann’s a souper star; Photolink shines for Regis Salons

AGENCY McCann Manchester has launched its first creative work for fresh soup brand New Covent Garden as the cornerstone of a £5m campaign.
 
The work is the first from the agency since it won the business earlier this year through its specialist food and drink division McCann Peachy.
 
At the centre of the campaign are new TV ads of 30 and 20 seconds backed by a £2.5m media spend. The campaign features the strapline ‘Bring Wholesome Home’, with one version of the advert highlighting a promotion which offers customers the chance to win a £500,000 farm.
 
The campaignaims to give the brand a contemporary feel to help recruit new consumers and also position New Covent Garden Soups as good as anything home-made.

McCann Manchester managing partner Simon Buchanan said, “This is a tremendous brand to work with and in a climate where there is an ever greater focus by consumers on the provenance of their food, we very much feel this is the right message at the right time.”
 
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PHOTOLINK Creative, the Manchester agency created a social media campaign for hair salon chain Regis to celebrate its partnership with TV presenter Emma Willis, who has become the new ‘face’ of the brand.

The campaign takes the form of a ‘Locks Rock & Load’ competition which will see Regis embarking on a nationwide hunt to find the UK’s most coveted hair styles. Since Photolink won the contract to handle all of Regis Salons’ social media back in December 2010 it has engaged with 3,000 Facebook fans, 2,000 Twitter followers and has achieved almost 60,000 YouTube views.

Photolink has now created the ‘Locks Rock & Load’ Facebook competition, a promotional video to support it and a microsite.

Photolink’s social media manager, Joanna Halton, comments: “Regis is relishing the opportunity to get even more interactive with its audience through the competition. The ultimate aim of ‘Locks Rock & Load’ is of course to drive footfall into Regis Salons, and this campaign communicates Regis’ chic, fashion-forward personality perfectly.”