Which? Launches Repositioning Campaign

Consumer rights magazine, Which?, has launched a pilot repositioning campaign which will use ads across TV, radio and the outdoor media, along with direct mail and door drops.

The campaign, created by Claydon Heeley, aims to stress the positive values of the Consumer Association’s Which? brand and push the series of magazines to a wider audience. Claydon Heeley worked alongside The Media Business (TMB) and the marketing team and editor at Which? to create the campaign.

Announcing the campaign, marketing director, David Sneesby, said: “This is the first campaign of its kind for Which?. It is designed to make people think again about what Which? could do for them. The idea here is to change brand perception from an information provider to an independent source of advice that is relevant to all life stages; from choosing your mortgage provider to the best value computer.”

Previously Which? had only used direct response advertising to promote its activities. The TV campaign will be tested in the Meridian TV region and, following a post campaign analysis, may roll out nationally.

Which?: 0161 928 3480