Morrisons puts Focus on wine for PR
Morrisons supermarket has announced the appointment of Focus PR to handle its wine portfolio, including the launch of morrisonscellar.com.
The agency was appointed following a three way pitch, and will aim to promote the range of wine to key opinion formers and consumers, as well as raise awareness of the website when it launches later in the year.
Eileen McGuinness, head of consumer media and brand campaigns at Morrisons, said: "Focus PR came highly recommended when we began our very specific search for a consumer lifestyle PR agency which combined creativity with strong wine knowledge and reputation.
"From our first meeting we were impressed with the energy and expertise the team displayed and the creative understanding of our brief. Morrisons' market share of the wine category is growing faster than our competitors, so 2012/13 is a very exciting time for our wine.
"We want to engage consumers in wine by taking a refreshing new approach to helping them find the right wine for them, and morrisonscellar.com will be at the heart of this new initiative."
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