What is brand, and how are brands built? Our founder, Julian Kynaston, answers these questions and more in this no-holds-barred, fast-paced account of how he launched and grew Propaganda into one of the UK’s most successful brand consultancies.
Available now from Amazon and all good book shops.
Propaganda Brand Consultancy has delivered a brand repositioning for Ventrolla – the UK market leader in heritage restoration and renovation of timber sash windows. Positioning Ventrolla for its next phase of growth, this rebrand brings focus and momentum to achieve its ambitious targets; also reinforcing the business’ expertise in balancing modern functionality and performance with the historic integrity of heritage properties
For over 40 years, Ventrolla has been restoring and renovating sash windows with precision and craftsmanship, working on properties ranging from quaint cottages to royal residences. A family-run business, Ventrolla has built a reputation for excellence, having restored over one million windows to date.
Through their comprehensive Brand Discovery™ consultative process, Propaganda identified the key challenges facing the window restoration market. Residential and commercial heritage property owners often view window restoration as a necessary but grudging investment, rather than a way to enhance the value and preserve the character of their unique buildings. Additionally, customers need to balance modern day requirements such as energy efficiency with historical integrity, alongside conservation and planning regulations.
Positioning Ventrolla to fill these needs, Propaganda developed a new brand proposition: ‘Precision Heritage’. Highlighting the frictionless, premium renovation service that Ventrolla offers, this proposition encapsulates the company’s meticulous attention to detail and technical innovation alongside its deep respect for, and experience with, historical architecture. This positioning emphasises the company’s expertise including conservation planning, the handcrafted care Ventrolla provides, and its ability to deliver bespoke solutions for even the most complex listed properties.
The rebrand includes a comprehensive suite of marketing materials, including a refreshed website, brand film, customer communications, exhibitions, PR and a regional marketing kit aligned to a brand strategy to drive growth in both the residential and commercial sectors.
Mark Flanagan, Managing Director at Ventrolla said: “We have been blown away by the deep insight that Propaganda delivered as well as the stunning creative work that so effectively reflects the impact of what we do. Our new proposition. ‘Precision Heritage’ really drills down to the heart of our offer. It’s more than a tagline – it’s a culture which we continue to improve upon and deliver every day.
“We love the look and feel of our new identity and positioning, and we are extremely excited to take our team and customers on this journey of growth and further development. Thanks to Propaganda our message couldn’t be clearer: we aren’t just a market leader on paper, we have the knowledge and experience to back it up.”
Richard McMurrough, Director at Propaganda said: “Ventrolla’s craftsmanship and expertise are second to none, but they needed a brand strategy that effectively communicated this to their residential and commercial customers. Our repositioning for them does exactly this: setting them apart and emphasising the quality of their work. We’re excited to see this new positioning drive Ventrolla’s growth in the years to come.”
Julian Kynaston, Founder of the award-winning Propaganda Brand Consultancy, has released his debut book, telling his story from his misspent youth as a Leeds football casual to the decades he’s spent leading Propaganda, the North’s preeminent brand consultancy firm.
Having been at the helm of Propaganda for over 30 years, Julian has spearheaded the creation and/or transformation of some of the UK’s biggest brands such as ghd, Clipper Logistics (now GXO), Illasmasqua beauty and CLOUD NINE. In Brand Warfare Julian shares not only his unique journey, but how Propaganda evolved from a fledgling branding agency, to the first Planning-led agency outside of London, to the boundary-pushing brand consultancy it is today.
Blending sharp business insight with a raw and compelling personal journey, Julian explores how the lessons of his youth in the designer-label-obsessed, high-stakes world of 1980s football casuals shaped his approach to brand strategy and success. In this book, Julian shares the stories behind some of the UK’s most recognisable consumer brands from ghd to CLOUD NINE to Illamasqua. He also takes us behind the scenes of B2B game-changers like Clipper who pioneered a new vision of logistics for the likes of John Lewis and Arcadia Group, and GenM whose innovative menopause-friendly MTick is transforming menopause retail for national chains like Boots, Morrisons and Tesco.
Crucially, Brand Warfare explores how your experiences in life (whatever they are) prime you for the world of business. For Julian, his youth in the violent world of football casuals taught him the value of brand (his description of owning his first ever Armani sweater borders on a religious experience!), the importance of perception (being seen as tough was a matter of safety as much as pride) and the power of standing your ground.
Part memoir, part brand strategy manifesto, Brand Warfare is a must-read for entrepreneurs, marketers, and anyone who wants to understand the power of brand and perception in today’s world.
Brand Warfare: From the Terraces to the Boardroom is available from all good bookshops and on Amazon at: https://www.amazon.co.uk/Brand-Warfare-boardroom-Julian-Kynaston/dp/1781339058
Raising the heat this Valentines’ Day, Propaganda Brand Consultancy has delivered a provocative campaign for CLOUD NINE hair tools. With Shibari-inspired visuals more reminiscent of 50 Shade of Grey than hair styling, the campaign draws attention to the award-winning brand’s proprietary heat technology.
Shibari literally translates to “to tie” or “to bind” and these images call on customers to “dominate the heat” and “stay in control,” pointing towards CLOUD NINE’s temperature controlled tools and online temperature calculator that helps users find their perfect heat match. Delivering the concept, shoot and design, Propaganda worked with photographer Angus McDonald and Shibari expert Murat Ozkasim to create the campaign.
This marks the first creative work that Propaganda has delivered for CLOUD NINE since being reappointed. Propaganda initially played a pivotal role in creating CLOUD NINE back in 2009 and has now returned as the brand’s lead marketing and creative agency. Propaganda was awarded this seven-figure account without a pitch, underscoring the strength of their relationship and expertise.
Further solidifying the intertwined history of the two Yorkshire-based brands, Julian Kynaston (Propaganda’s Founder and CEO) was recently announced as CLOUD NINE’s Brand Director. Kynaston will take on this exciting role alongside his existing responsibilities at Propaganda and as Chair of GenM.
Sophie Honegger, Propaganda’s Senior Art Director said, “We definitely wanted to come back to CLOUD NINE with a bang, so we couldn’t be happier with how this turned out. Haircare is such a crowded space, so we needed something to make CLOUD NINE stand out, and to really bring attention to their unique features with a wink and a nod. We had a lot of fun creating this and we’re looking to many more exciting campaigns to come.”
Julian Kynaston, Founder and CEO of Propaganda Brand Consultancy, has been announced as the new Brand Director for CLOUD NINE, the award-winning hair styling tools company. Kynaston will take on this exciting role alongside his existing responsibilities at Propaganda and as Chair of GenM.
This move further solidifies the intertwined history of the two Yorkshire-based brands, with Propaganda initially playing a pivotal role in creating CLOUD NINE back in 2009, and the haircare brand recently reappointing Propaganda as their lead marketing and creative agency. This seven-figure account, previously held by IMA Home, was awarded to Propaganda without a pitch, underscoring the strength of their relationship and expertise.
Having now spent 15 years leading innovation in the hair styling industry, CLOUD NINE is embarking on ambitious growth plans targeting global retail and eCommerce. With Kynaston taking on the Brand Director role and Propaganda leveraging their 30 years of experience delivering strategic brand recommendations and impactful creative campaigns, CLOUD NINE is poised to once again shake up the hairstyling sector.
Kynaston and the Propaganda team have experience creating brands across hair and beauty. Kynaston previously acted as Marketing Director at ghd haircare, delivering the first positioning for the brand and launching them to overseas audiences. Kynaston also created beauty brand Illamasqua, revolutionising a previously homogenised global beauty industry and pioneering a new era of make-up advertising.
Julian Kynaston, Brand Director at CLOUD NINE and Founder and CEO at Propaganda, said: “After a 14 year absence I’m back to shape up the world of styling irons! I have been working closely with the CLOUD NINE team since they re-engaged with Propaganda last August. After many discussions with the shareholders and CEO, I’ll now be helping to deliver their ambitions as Brand Director. Given the shared history between Propaganda and CLOUD NINE, we have an inherent passion for the brand, and we also have a point to prove to the current market leaders. We’re looking forward to making a huge impact on styling tools and challenging the status quo once more.”
Martin Rae, owner and Founder of CLOUD NINE said: “We’re so proud of everything that we’ve achieved at CLOUD NINE over 15 years, but there’s always a desire to do more. We want to leave a legacy – and we want to really step into our role as the only challenger brand to the market leader. No one has made more of an impact in the world of styling iron branding than Julian Kynaston, so bringing him back on the team just felt like the most logical thing to do. We’re excited to continue working closely with Julian and the Propaganda team.”
Leeds-based Brand Consultancy Propaganda has been appointed by hair styling brand CLOUD NINE as their lead marketing and creative agency. The appointment marks a significant return to working with the brand that Propaganda initially helped to create in 2009.
The seven-figure account, previously held by IMA Home, was awarded without a pitch.
The Yorkshire-based hair styling business is celebrating its 15th year and has ambitious targets for growth across its global retail and eCommerce estate. Propaganda will now be working with the board to drive the strategic brand recommendations and creative campaigning.
Danny Emmett, CLOUD NINE CEO said, “Celebrating our 15th year in business is the perfect time to reflect on our success to date but also to accelerate our future growth ambitions. Propaganda were pivotal in the formation of the brand and since we re-engaged with them in August, we have been impressed with our recent campaign and the Brand DiscoveryTM work they have undertaken. This appointment marks an exciting new chapter for CLOUD NINE.”
Propaganda’s Strategy and Planning Director, Tom Fowler said, “We are delighted to see CLOUD NINE return to the Propaganda fold. It feels like a homecoming, and we are excited to reunite with many of the talented team members at Cloud Nine. Propaganda played a vital role in creating the brand back in 2009, and we can’t wait to implement our strategic recommendations and make a huge impact on the hair sector again.
Appointed in March 2024, Propaganda has delivered a new brand positioning to support Nexus’ growth ambition as the leading B2B provider of vehicle and plant hire solutions.
Propaganda’s renowned Brand DiscoveryTM programme revealed that Nexus’ brand awareness vastly undersold their market-leading position. With many of the UK’s biggest blue chip companies relying on Nexus for their expertise and pioneering solutions, the company needed a brand positioning that articulated the size, scale, knowledge and impact that they are able to deliver.
This rebrand does exactly this, framing Nexus not as a service provider, but a responsive partner that offers practical, scalable solutions that adapt to the fluctuations of business. Through long exposure photography balanced with simple messages of control, the campaign creative articulates to clients and prospects that, with Nexus continuously at hand to meet their flexing needs, business need “never stop”.
Craig Harrold, Managing Director at Propaganda said, “Our aim was to empower Nexus to confidently embrace their role as a tech-driven, people-centric market leader as they accelerate toward their expansion goals. We’ve developed a brand that resonates with the real-world challenges their clients face. Nexus now stands out as the reliable partner businesses can turn to when navigating uncertainty.”
Scott Haddow, CEO of Nexus Rental said, “We’re thrilled with the strategy and creative that Propaganda has delivered. Their approach has not only refreshed our brand but captured the essence of what Nexus stands for – innovation, flexibility, and growth. This relaunch represents a significant milestone for Nexus as we continue to evolve to the changing needs of customers and suppliers alike.”
Propaganda’s rebrand targets Nexus’ existing and potential customers and suppliers, launching across a new website, brand film and brochure, and employee value proposition (EVP). Propaganda also created a brand ad campaign for Nexus that will run in key industry publications until the end of December. The new Nexus Rental website and campaign are live at NexusRental.com.
Propaganda Brand Consultancy has delivered a powerful Above-the-Line (ATL) campaign for GenM, Home of the MTick and Menopause Partner for Brands. Running throughout World Menopause Awareness Month (October), the campaign inspires and empowers women to thrive through their menopause journey by bringing attention to GenM’s game-changing MTick – the universal shopping symbol that signposts menopause-friendly products. Showcasing a bold, uplifting message, the campaign encourages women in menopause to “Live Your Best Menopause”
Independent research from GenM reveals that shockingly only 5% of women in menopause feel they are ‘thriving,’ while an overwhelming 94% say they want to shop for clearly signposted and labelled menopause-friendly products. GenM believes this life stage should be a time to thrive not fear – and with the MTick providing better visibility (in-store, on packaging and online) of products that can support the signs of menopause, women are empowered with the choice, opportunity and confidence to live their best menopause.
The month-long campaign features six vibrant advertisements that bring this vision to life, showing menopausal women feeling like themselves again and embracing life. Highlighting words that are not typically associated with midlife and menopause, each ad demonstrates that improving visibility from brands and retailers can help women truly feel this way. Words like Energetic, Unapologetic, Erotic, Athletic, Authentic and Optimistic are how many women in midlife say they once felt, and GenM is empowering them to feel this way again. And with clever spelling emphasising the MTick, the ads highlight how the ground-breaking symbol helps women confidently shop for products that support their menopause journey.
The campaign proudly features six women who each have their own unique menopause journey and are finding ways to thrive in this life stage, showcasing their inspiring stories of strength and empowerment. Some of the famous names include:
– Sally Gunnell OBE, an Olympic Gold Medallist with a powerful story of navigating early menopause while continuing to advocate for women’s health and fitness.
– Heather Jackson, CEO and co-founder of GenM, whose personal journey through perimenopause exposed the lack of support available, driving her and co-founder Sam Simister to create GenM – uniting responsible brands and retailers to provide choice, trust and control for menopausal consumers
– Rachel Peru, a model and influencer, Rachel began her modelling career in her 40s, demonstrating that midlife can be a time for fresh starts and new opportunities
– Emma Neville, a counsellor and menopause coach, whose experience of early menopause at 39 inspired her to found of “This Is Me,” an uplifting community created to support menopausal women.
The “Live Your Best Menopause” campaign will run throughout October, with an extensive Out-of-Home (OOH) presence, including digital 6-sheet and 96-sheet billboards across key locations, particularly targeting commuters. Taking things a step further, on World Menopause Day (18th October), the campaign will feature on the UK’s most iconic billboards, taking over huge screens at London’s Leicester Square. Extending the reach even further with a full front and back cover wrap on the Metro newspaper and banner ads on Metro.com alongside an online takeover of Daily Mail’s Femail section, World Menopause Day will see this important conversation brought to millions of women.
The campaign is proudly sponsored by 20 key members of GenM’s Partner Collective: Boots, Holland & Barrett, Matalan, Tesco, QVC, Biocare, Charles Worthington, Colgate, Elle Sera, ESPA, Issviva, Menopace, Nioxin, Replens, Revive Collagen, Sanex, Simba, TENA, Viviscal, Wild Nutrition. Their logos will be displayed in the ads, signalling their commitment to bringing visibility to the menopause whilst delivering trust and choice to consumers through designated in-store space and MTick product signposted.
Heather Jackson, CEO and co-founder of GenM said, “We have worked closely with Propaganda for over three years and we are absolutely delighted with the October campaign they have delivered for us this year. At GenM we are all about the power of the Collective and this campaign really demonstrates the amazing impact that can be achieved when brands and retailers come together to improve visibility of menopause and to change the rhetoric.
“We are determined to make the MTick as recognisable as the vegan V and to have a legacy as purposeful as BCorp. We are transforming how menopause is perceived and supported across society – a rhetoric of thriving instead of one of fear. And with our game-changing MTick, we are empowering women to shop with confidence, trust and choice, improving their lived experience of menopause. Women in this life stage deserve to, and are demanding to, live their best menopause! With this campaign, we are taking one step closer to this empowering future.
Laura Kynaston, Managing Director at Propaganda said, “This campaign needed to reflect GenM’s evolving role and rapidly growing impact within the menopause space. When we first began working with GenM, our goal was to establish them as a pioneer in the menopause market and capture the attention of key industry stakeholders. Today, they have reached a new level of influence, having gained the respect and trust of the industry. Now partnered with over 100 brands and with MTick signposting widely adopted across some of the nation’s most recognisable retailers, the focus has shifted. This Menopause Awareness Month, the campaign is about reaching the wider public and sending a clear message to women that they deserve to be seen, valued, and supported by the brands they rely on every day. And through the ads’ empowering messaging, GenM and their Partner Collective are changing the rhetoric from ‘fear’ to ‘thrive’. It’s been incredible to witness GenM’s journey, and we’re proud to continue playing a part in it.”
Propaganda is proud to announce that Paddy Cavanagh (Senior Consultant, Brand Strategy & Planning) has received a Highly Commended Rising Star award at the prestigious Management Consultancies Association (MCA) Awards.
As a senior consultant, he is tasked with authoring brand strategy: a framework to shape how a business must look, communicate, and behave moving forwards. The judges described Paddy as “a knowledgeable consultant who is prepared to challenge the ways of doing things to bring out the best outcome for his clients.”
Having joined Propaganda in 2023, Padd quickly made his mark, tackling a number of challenging briefs including:
– Rebranding the UK’s largest B2B vehicle rental company
– Bringing together three trailblazing sustainability businesses to create the UK’s first fully closed loop renewable energy ecosystem.
– Reinvigorating a household-name British ice-cream brand.
Paddy’s key strength lies in his ability to mine the data before him. He is someone who commits to an evangelical belief in the power of nuance, probing the motivations, external influences and contradictions to uncover an insightful reading of the market problem and customer need. Paddy’s signature conscientiousness, warmth and originality has injected fresh energy into an established Brand Strategy & Planning department, unlocking new business wins and earning the respect of his peers.
Commenting on his award win, Paddy said, “I’m absolutely delighted to be commended, particularly when up against such an esteemed set of brilliant consultants. It’s great to see the role of brand continue to be recognised as a valuable pillar of the management consultancy offer.”
Tom Fowler, Consulting Director at Propaganda, said, “We’re so proud of Paddy and his much-deserved award win. In a relatively short amount of time, he has established himself as an integral part of the Consulting team, leading the delivery of our Brand DiscoveryTM process. He absolutely embodies the values that we cherish at Propaganda: challenging assumptions and prioritising long-term strategy.
The MCA Awards, hosted by the Management Consultancies Association, recognises and celebrates excellence within the consulting industry. With MCA member companies representing around 60% of the UK consulting industry, this win exemplifies the expertise of Propaganda’s team and the impact that their output creates.
Propaganda brand consultancy has created a brand film for GenM, the menopause partner for 90 retailers and brands such as Tesco, Boots, QVC and Sainsbury’s. GenM is debuting the film at LIVE 2024, the UK’s leading retail conference, alongside their world-first menopause aisle concept, developed in collaboration with Propaganda. The film comes as part of wider rebranding strategy for GenM including a brand new CVI, updated TOV and new creative.
Placing the viewer in the shoes of the confused, overlooked and underserved menopausal consumer, the film effectively communicates the unique proposition that GenM offers as menopause partner for the UK’s top retailers and brands. With GenM research showing that 87% of menopausal women feel overlooked by brands and 66% feel that they don’t signpost menopause-friendly products clearly, GenM empowers retailers and brands to understand and serve the UK’s 15.5 million menopausal customers. Notably, a huge 80% of women want clear menopause-friendly labelling when shopping, which GenM is empowering brands and retailers to deliver.
The film shows a stylised version of the current predicament faced by consumers – little to no signposting for menopause-friendly products – with a solitary woman wandering a never-ending line of colourless shelves full of blank, white bottles. This seemingly infinite status quo is then contrasted with the GenM difference: a vibrant, bustling and colourful world of clear signposting to a myriad of helpful solutions.
The concept was developed by Propaganda’s creative team and the filming was produced by Tungsten Media. Propaganda has been GenM’s strategic partner since 2021, and continues to support them across brand strategy, creative, social and PR on a retained basis.
Propaganda was also instrumental in helping GenM develop the MTick – the world’s first universal shopping symbol to signpost menopause-friendly solutions. Proudly displayed on packaging, advertising, marketing, online shopping pages, or at point of sale, the MTick is already visible on hundreds of product SKUs and is also positioned in Boots and Tesco stores across the UK.
Lee Bennett, Propaganda’s Head of Creative said, “This brief was a fantastic challenge for our team to get stuck into. As the menopause partner for brands and retailers, GenM performs a role that is new to the industry, and that most people won’t have heard of before. It was exciting to find a clear and engaging way to communicate their unique position to key stakeholders and consumers alike.”
Heather Jackson, co-founder of GenM said, “Working with Propaganda over the last few years has completely transformed GenM and the team has been instrumental in the impact that we’ve been able to achieve. We are so proud of this brand film that demonstrates our vision clearly and effectively in an engaging way. We look forward to continuing to collaborate with Propaganda to bring visibility to the menopause market.”
Brand consultancy, Propaganda, has announced three major new account wins.
Reward Finance, Principle Healthcare and Ventrolla all commissioned Leeds-based Propaganda in January on major brand positioning briefs to secure their future growth.
These account wins continue to cement Propaganda’s growing profile in the advisory space with two of the three clients coming via a corporate finance referral.
Laura Kynaston, MD at Propaganda said ‘Propaganda has worked tirelessly to get the strategic brand debate to its rightful level at C-Suite. We were therefore delighted when all three of these new clients approached us via their senior board, based on the results we are delivering and the impact we are making. We are really excited about working on the new briefs. It’s a fantastic start to the year.”
Principle Healthcare, backed by German Private Equity firm Capiton, approached Propaganda to help author a strategy to grow their Vitawell brand of vitamins and supplements currently stocked in several leading retailers including Tesco, Morrisons and Amazon.
Principle Healthcare Group MD John Sutcliffe said ‘As a GenM member, we’ve been really impressed by Propaganda and felt they were the perfect partner to work with us on our next stage of growth. We’re looking forward to seeing where they take the Vitawell brand.”
Leeds-based Reward Finance are a leading short-term lender for SMEs and have enjoyed rapid growth in the last 5 years. Propaganda has been appointed to advise on a strategy to support significant further growth for the brand and its geographical expansion.
Nick Smith, Group MD at Reward Finance said ‘We’re an ambitious brand, keen to push the boundaries and perceptions of the short-term lending market. When we met Propaganda, we knew we’d met an equally ambitious partner, ready to disrupt our market.”
Ventrolla are a market leader in heritage and replacement sash windows and are looking to build on their market leading product and service with a brand strategy which can drive a 3-year growth strategy.
Ventrolla CEO Ian Flanagan said ‘We first met Propaganda in 2021 and were impressed by them then. I’m delighted that Ventrolla is now in a position to capitalise on Propaganda’s approach and look forward to working with them to develop our future growth plans.’’
All three clients are currently in Propaganda’s Brand Discovery™ consultancy phase with recommendations and implementation due in Spring.
ENDS.
Propaganda has been listed in the prestigious Financial Times’ Leading Management Consultancies 2024. This year marks the 7th annual listing from Financial Times and the 5th time Propaganda has been included in the list.
The index is based on three rounds of surveys undertaken by Statista. A completely independent process, the rankings are generated through recommendations from clients and peers.
James Bacon, Senior Key Account Manager at Statista said, “The Special Report identifies the most highly recommended management consultancies and consulting networks in the UK, primarily based on surveys launched by Statista and the Financial Times among peers and clients. It was through this process that Propaganda stood out – and is named among the UK’s most highly recommended consultancies and networks.”
Laura Kynaston, Managing Director at Propaganda said, “We are delighted to be recognised for the 5th time by the Financial Times as one of the top management consultancies in the country. With over 30 years of working with a variety of challenger and leading brands to transform their businesses, the results that we have delivered for clients over the decades speak for themselves. We are honoured that our work continues to be recognised and are grateful to all of the clients and peers who recommended us.”
Propaganda brand consultancy has delivered a brand refresh and updated proposition for ReFood, the UK’s leading food waste recycler, in response to challenging market dynamics and increased competition.
Propaganda has worked with ReFood for over 10 years, having created the UK launch and brand strategy back in 2013. The evolved repositioning focuses on ReFood’s pivotal role within the renewable energy sector and communicating how food waste is a sustainable energy solution – a message no other anaerobic digestion food waste business truly owns.
The new strapline ‘ReEnergising Britain’ encapsulates ReFood’s significance in not simply collecting food waste for recycling, but uniting communities and businesses in driving towards more sustainable solutions.
ReFood collects commercial food waste and transforms the waste into renewable energy and biofertilsers through the process of anaerobic digestion. The clean energy produced then goes to supply the National Grid, while the nutrient-rich biofertilisers are used in agriculture, creating a unique closed-loop system.
Over recent years, the food waste recycling sector has evolved exponentially, driven by a wide range of factors; COVID, the energy crisis, inflationary pressures, and most recently food waste legislation. Propaganda undertook a Brand Health audit for ReFood, providing the insight and strategic direction needed to evolve, strengthen its position, and retain its competitive advantage.
Tom Fowler, Planning Director at Propaganda said: “Having developed ReFood’s brand strategy in 2013, our challenge was to evolve this in a way that felt true to their original proposition whilst acknowledging the new role that ReFood plays in the renewable energy industry. This bold re-articulation communicates the substantial value that ReFood offers businesses – not only aligning with ESG initiatives and promoting carbon reduction, but quite literally powering the nation and the many businesses within it.”
The brand positioning is supported with a complete brand refresh across the marketing mix encompassing its digital estate, sales materials, OOH advertising and a new brand film. The evolved brand identity and messaging will be part of a campaign running later this year.
Philip Simpson, Commercial Director at SARIA Group (ReFood’s parent company) said: “ Propaganda’s strategy for ReFood provided the business with a coherent and highly original approach to the market which has proven successful over the past decade. We look-forward to accelerating our position and are confident that the repositioning will support our plans for continued growth and success.”
