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Dorset Cereals

Dorset Cereals appoints Nexus Communications to tackle 'rampant anti-sugar media agenda'

By Angela Haggerty, Reporter

March 25, 2014 | 2 min read

Dorset Cereals has appointed Nexus Communications to drive brand growth and tackle “a rampant anti-sugar media agenda”.

Appointment: Nexus won the Dorset Cereals brief

The agency won the account following a competitive pitch and an initial six-month brief will cover NPD launches and above the line support. A statement added that the agency has also been tasked with "tackling sugar issues against a rampant anti-sugar media agenda".

Jane Baerselman, director at Nexus Communications, said: "It’s packed agenda time in the coming months. The brand has reached number two in the muesli market, and we will be working with a range of marketing disciplines to drive household penetration and sales through an engaging new brand campaign and a raft of new launches."

The Nexus brief to address coverage of the relationship between sugar and health in the media follows a recent report that claimed sugar could be more dangerous than fat and other factors in causing heart disease.

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