OFF-LICENCE giant the Thresher Group has chosen Worcestershire-based Severn Communications to

launch its latest national marketing campaign.

The campaign focuses on converting 600 profit-making branches of the national off-licence chain into franchises, to encourage local people to run each store and build competitiveness against major grocers.

The appointment was a major coup for advertising, marketing and PR agency Severn Communications, based in Droitwich Spa.

Greg Lowe, from the Thresher Group, said: "We appointed Severn because of their track record of running campaigns of this nature coupled with the ideas that they have presented to us.

"This is a major initiative and will form a large part of our franchising plans."

Under the franchise model, people are offered the chance to buy into and run a Thresher Group store, becoming their own boss and tailoring range, price and promotional offers to their local needs.

Graham Remes, managing director of Severn, added: "This is a huge account gain for us and we are delighted to be working with the team at Thresher Group.

"The account includes national press advertising, local outdoor media and an on-going PR programme to help raise the profile of the franchise opportunity."

This latest Severn Communications' success caps an excellent year in which it secured the account of the insurance broker Footman James, and also took on additional marketing work for housebuilder George Wimpey.