Retail news round-up October 17, 2013: Waitrose to start selling beef bone marrow and Ikea to launch integrated marketing campaign

Waitrose to start selling beef bone marrow

Waitrose, in an attempt to revive other traditional and cheap cuts of meat such as kidney, belly pork, lamb’s liver and oxtail, plans to sell beef bone marrow from this week in all its UK stores as part of its Forgotten Cuts range, according to The Guardian.

The supermarket will solicit the help of its food ambassador and chef Heston Blumenthal to put bone marrow top of Britons’ shopping lists with a recipe for traditional minced beef and dumplings. The recipe will be unveiled in a TV and print advertising campaign and supported in store with a recipe card.


Ikea to launch an integrated brand campaign

Ikea has revealed a new integrated brand campaign for the UK and Ireland encouraging adults and children to spend time together. The campaign is set to launch on Monday 21 October.

The theme of the campaign will run throughout the website with a dedicated content hub containing the re-run of the TV commercial, an online brochure with tips for parents and children to enjoy time together, and other movies with handy tips for furnishing a home with children, according to The Drum.

Ikea has also created ‘pop-up moment areas’ with bwpPrimal in shopping centres to allow parents spend time with their children to make tin-can robots, listen to a story time classic, or try some giggle yoga.